First, blow off lose dust and particles from surface of the lens using canned air. Then put a small amount of lens cleaning fluid ON LENS CLOTH then wipe in circular motion ONCE with little pressure. Then take a new cloth and do the same few times. Wait a bit and repeat this process one more time.
Lose particles on the lens can scratch the surface, hence the first two steps. Using lens paper is a bit more risky than microfiber lens cloth. If a particle gets trapped on the thin paper, it is more likely to get dragged across the surface than with microfiber cloth. If the lens is very dirty, I'd advise against using paper of any kind - no matter what it says on the product. Also, never spray cleaning solution directly to the lens.
You should need no more than gentle pressure to clean any lens. Aggressive cleaning can cause problems.