My way.
Most of my Canon L leneses, including some big glass, do not have filters on them. I leave them 'bare' and clean as required. The procedure I use which seems to work fine is this.
1. Lens Caps or Lens hoods. Leave one or the other on your lens at all times. This stops an amazing amount of crap, especially on longer lenses. (longer hoods). I often leave lenses in the bag, hood on, Cap off, for a quick change.
2. Cleaning. Carry a good quality large cloth and a small blower. Not one of the crap ones, something like a Gittos rocket mini. Keep the cloth Clean, wash it regularly. (sink in hotels does just fine).
Whenever there is any crap on the lens, blow it off, and give it a gentle wipe with the cloth if it really needs it. I generally use cleaning fluid only if something is stuck or smeared, and when I do, its the good stuff. Don't use the crap in the $9.99 cleaning kits. Bottle from your local Optomertrist or similar is good. They all work, including just Isopropal alchohol, I'm just not sure what some of them might do to the coating due to dodgy chemistry.
You mentioned this "Is it a case of using lint-free cloth and lens cleaning fluid only when things have built up a bit".... Answer, defiantly not, and in fact the exact oppositie. Clean anything off fast and regularly. Apart from scratches, the biggest risk to the coating on the element is any form of Acid/Alkaline corrisive substance that can break it down. This is contained in things like plant matter, grease, oil (including skin oils), etc etc. If you come in from a shoot in the rain, clean the lens right away.
The coating is pretty tough if you look after it, but it does scratch. Which is why blowing those granuals off first, and washing the cloth regularly is important.
In a harsh environment, I put a UV filter on the lenses I can. (This is ones where I'm expcting a sand flying, or Mud flying such as rally or 4WD). Dosn't happen much.
This is what I was taught, or figured out from experience, YMMV of course. To date I've only damaged one front element, on a 24mm TS-E. Tha was caused by putting it down in a bag without a lens cap or hood on, not noticing it was sitting on top of a battery and then driving a few 100 km with it like that.
Mark.
Edit: I should clarify something here. I'm pretty brutal with my lenses in the field, but find a little blower works wonders in keeping the crap off. The key thing here is, if it gets real junk on it, get it off fast, then you don't 'need' to wipe them very often at all. A Little blow, a small wipe on a smear is it. Don't clean it 'just because', as every time you do rub it, you are making micro scratches.