The best thing you can do for your wheels is wash them every time you wash the car. If you do this, you'll never need anything more than car soap and water. I just use a utility microfiber towel and my wash water after I finish cleaning the car.
If you get behind, you'll need a stronger cleaner. I really like Sonax Full Effect and Adam's Deep Wheel Cleaner. I'd say these are interchangeable in terms of effectiveness. It'd be a good idea to invest in a boar's hair brush as well.
Keeping a coat of sealant on the wheels will help keep brake dust from sticking and will make cleaning a ton easier.
Hope that helps
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