Are you spraying the lens with dust attractant?!
If the lens does not have a greasy fingerprint, I advocate only a huff of breath followed by a wipe with Kodak lens tissue or a microfiber cloth. (Do NOT use eye glass tissues, even those made by Zeiss!) A microfiber cloth gets even greasy finger prints off, while an ordinary lens tissue might only smear it around.
Some advocate the Lenspen, which is a dry agent and leaves specs of carbon that then need to be blown off...what's the point of that?!
When you have to use liquid I advocate the use of Kodak Lens Cleaning Fluid or ROR (Residual Oil Remover).
I just cleaned my 17-55mm lens for the first time in a year. It is like 'Spring cleaning' for me.
(And I used it as an opportunity to re-evaluate the complaints about cleaning Hoya filters, too...cleaning the filter was no more work than simply cleaning the Canon lens or a B+W filter, so I don't understand why all the complaints in this area about Hoya cleaning. If Hoya came out with the HD, there must be some improvement but I don't see the non-HD as having a cleaining issue!)