A lot of guys will tell you that you need to use a spray cleaner made for that purpose that contains a lubricant for the pot, to replace the lubricant that is believed to be in the pot from the factory. There may be something to that, I have never seen anything from a pot mfr. to confirm it, but then I haven't exactly researched it thoroughly either. One reason I doubt the lube thing is that run-of-the-mill pots in amps and guitars are not sealed, and lubricants tend to attract dust. Since the biggest enemy of a pot in an amp is dust and dirt, as opposed to actually wearing out from thousands and thousands of turns (a typical pot will be rated for something like 50, 000 - 100,000 + turns) I personally don't want any lube in my pots.
I use isopropyl alcohol from the drug store, and apply it with a syringe - just a few drops in the opening, turn the knob back and forth several times, repeating this process 3 or 4 times. Sometimes a stubborn pot will need more than that. If you have a compressor, blow air into it after each application. Isopropyl alcohol is pretty harmless, and doesn't leave any significant residue. I have been using it for a few years now, ever since I decided to break from conventional wisdom and quit using the $8. per can stuff, and haven't seen any evidence of premature pot failure. So far I would have to say that I have been successful with every pot that wasn't completely bad, except for a couple that had just a tiny bit of scratchiness left that won't go away.