I generally use a Lens Pen for routine cleaning. Use the brush first to get all the dust and possible abrasives off. Occasionally something nasty gets on a lens that I will take off with lens cleaning fluid and lens cleaning paper. The later looks like tissue but is not. It's carefully made to be free of impurities and not to leave fluff behind.
I use a UV filter to protect the front lens. You can clean this filter as many times as you like without worry. If you damage it, just get another one. Leave the filter on all the time, as it can also protect against collision with doors and other objects as the camera hangs from your neck.
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