Dedicated wheel cleaners definitely have their place and can do an excellent job, but they are of most benefit to people who for whatever reason are not able to thoroughly clean their wheels regularly from brand new, i.e., at least once a week.
My current and previous 3 cars have had a spoke design which enables easy hand access to the inside of the wheel, so all I have ever needed is my normal car shampoo and a mitt to keep them looking as good as new.
The car I had before that was also bought brand new but the wheels had a multi spoke design which made it impossible to get your hand behind them, so thorough cleaning was much more difficult. I used ValetPro Bilberry with good results, and CarPro Iron X which was even better.
If I needed a dedicated wheel cleaner today I would use Bilt Hamber Auto Wheel.