I bring my Canon 5D to Tempe Camera about once every three months for a good cleaning that does not void my warranty or risk me clumsily scratching the imager. It runs about $45, which is a small price to pay for piece of mind. If they screw it up, I have someplace to go for recourse. If I do it myself and screw it up, I just created a $3,300 doorstop. That risk isn't worth it trying to clean it myself, and horror stories abound on the net. Their service is fast, with a 24-hour turnaround time.
You can scratch or otherwise damage the sensor if you press too hard or use the wrong type of solvent (cleaner) or swab/cleaning device. If the shutter inadvertantly closes on you while cleaning, you can damage the shutter mechanism. There is a reason why the camera manufacturers tell you to bring it to a professional. They will not warrant or even recommend a good technique or proper materials for sensor cleaning.
In between cleanings, I try not to change lenses as much, and I clone out any spots that do appear in Photoshop. Of course, if it gets really dirty, you can always try this:
Um...
--don