Here are my opinions on this very important issue, which is worth repeating occasionally

In birdwatching the optics are often used in many different conditions and different properties of "dirt" may determine the optimal cleaning procedure. Astro-optics are not usually exposed to dusty or rainy conditions, sandstorms or salt water sprays, which means that IMO more attention has to be paid on cleaning birdwatching optics. Well, I wouldn't clean my optics until at home in very clean environment.
A recommended general purpose cleaning fluid (by the Leica microscope service):
70ml isopropyl alcohol (pure, not technical grade)
30ml distilled water
1-2 drops of ammonia
It has enough water to dissolve salt crystals, alcohol penetrates into some greases and ammonia reduces drying spots.
If the lens is heavily exposed to salt-water sprays (seawatching) the IPA-water ratio can be lowered (eg. 50-50%).
Greasy/oily lenses may require higher percentage of isopropanol or stronger solvents (not water miscible): trichloroethylene, carbon tetrachloride, ethyl ether, freon ff, heptane, methylene chloride, naptha, toluene, turpentine, or xylene. Many of these are carcinogenic or toxic BTW.
Of course - as mentioned above - removal of any hard particles (eg. using a brush-blower) prior to wiping is very important. Leif's gentle wiping technique is highly recommended.
HTH,
Ilkka