I used to use hot rims on my stock rims but now I'm just using the same soap (Turtle Wax Zip Wax Car Wash) I use on the rest of the car and it looks much better....
Are you looking for a general wheel cleaner to use when washing? Or a wheel cleaner used to shine em up again......
I use Blue Coral wheel cleaner, comes in a little blue jar...
I have chrome wheels, and I have used about all chrome polishes and about the only difference is the ease of use. I actually prefer using turtle was polishing compound, because its about a dollar at my local walmart, and it is very thick going on, so there is no running, and it wipes off real quick. On top of that it leaves an everlasting shine on my wheels!