Well you want the good bacteria to build up so compeltely 'cleaning' the filter is a bad idea (I used to do this in my younger days, scrub the whole thing with a tooth brush and throw out all the media at once

)
In my Aquaclear 50, I usually change the carbon once every 3 weeks or so, and I'll rinse the sponge with distilled water (not tap water) if it's really grimey, and I'll replace it when it looks like it's beyond cleaning. I never do anything with the biomedia as it houses most of the bacteria.
Hope this helps!
Chrissy