For a standalone drive you just insert the cleaning tape. The drive detects it as a cleaning tape and will make a pass and eject the tape. For a loader, define one slot as a cleaning slot, load the cleaning tape into it, and then submit a cleaning job.
Each cleaning tape should be used only as many times as recommended by the manufacturer (usually about 20). For standalone drives use the included label and check off one box each time you use it. When they are all checked, toss it and start using a new one. For a loader, you'll probably need to keep a manual log