You can buy a lens cleaning kit direct from Zeiss in Germany. It has fluid, a brush, and cloths. The fluid from Germany is quite different from the generic Zeiss labeled lens fluid commonly available at camera dealers.
There is some discussion on whether microfiber cloths are all they are cracked up to be. Although Leica, Zeiss, and others supply them, they are suspect, as microfiber cloths may actually be leaving micro scratches. I use PecPads instead. One shot deal. Use them, then toss them out.
Coated lenses and filters are prone to the look of being smeared, or still having a streaky film on them once cleaned. Be patient and take your time while cleaning, and change the cloth frequently.