I have tried the mentioned Zeiss cleaning kit for 20 bucks and itīs ok. The brush is really nice by the way. I was in need to clean one of my lenses which I was afraid to have serious damage on the front element, but it was just dirt. Now it is fine again :-)
Anyhow, I wouldnīt clean my lenses just for fun, I do it only if itīs really necessary like in this case.