I love cleaning my wheels and tires. I just rotated and cleaned my wheels yesterday. I wax my wheels with 845 once a year.
Cleaned the backside of my Regals wheels last year but didn't wax, will do this year for the annual clean up.
The results are rewarding but, my main reason for doing it is because the tires are being rotated and it would be kinda foolish not to. The tires are off... might as well apply some elbow grease and finish in style. I wish I had a better outdoor setup for pulling the tires and working on them. The whole process take place on a driveway with a slight slope.