Hi. I use filters like that on one of my tank. The manufacturer recommends replacing the cartridge every two weeks becuase the carbon will be used by then... I have used it longer and found that the carbon really does stop working by about three weeks... but it depends if you are really using it for the carbon or the floss (the blue part over the carbon).
If it is for the floss, or mechanical filtration, then rinsing it as you do - in tank water - would be suffcient to maintain mechanical filtering as long as you know that the carbon is inert after a few weeks. In which case, you might as well save some money buying a big bag of filter floss and cutting it to the size of the filter pad rather than keep paying for the cartridges!
A nice advantage of having filter floos on hand is in the event of medicating the tank, or using certain additives, that charcoal absobs you will need to remove the charcoal filter pad completely. Then you can pop in a floss pad and continue mechanical filtration. Teh you can add the carbon again later to absorb the meds or whatever to reemove the additive from the water.
But, if you like to use the carbon for WQ, then I would replace it every two-three weeks if chemical filtration is needed/desired. (You can also use filter bags to hold charcoal so you can still use carbon but not have to buy the cartridges).
I don't know if that helped - but always skeptical of manufacturer's trying to make a buck - I tested the limit of activated charcoal and found it, indeed, to be limited. So, regular replacement of charcoal, maybe once a month, will be needed to keep it active... inmy experience.