You don't want to change your filter media until it is literally falling apart. When it starts to look grudgy, put a new pad in WITH IT so that the bacteria on your old media will seed your new one.
You want to gently rinse your media in emtpied tank water when doing water changes, NEVER rinse it in water from the tap... NEVER. Do it every other waterchange or so. You don't want to do it too often, but you want to keep your filter clean. Don't listen to the filter packages... all they want is your money thats why they reccomend doing it so much.
If you replace your filter media without seeding the replacements, you will cause your tank to recycle, which means you'll get ammonia spikes and your fish will, if you don't catch it quick enough, die because you no longer have the bacteria (or very little) to eat up the ammonia.