Whats the Best Lens Cleaner for Blu-ray players

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I use a BDP-S370 10 hours a day everyday. What's the best Lens Cleaner to keep the unit in optimum condition? Popular one seems the Maxell blu-ray lens cleaner. Is this approved by Sony or OK for the job?

Attached below the one am talking about - usually in stock with Amazon.co.uk

Would appreciate to have your suggestions.

Thanks in advance!