I am sorry that you are getting conflicting information regarding the water changes, but the key element is that you want to make sure that your ammonia and nitrite stay below 0.25ppm at all times. Any time that you see the levels at or above 0.25ppm, you need to do a water change. The water change needs to be sufficiently large to lower the value below 0.25ppm.
For example, if your value is 1.0ppm, you would need to do at least a 75% water change to get the level below 0.25ppm. Smaller water changes are all that are necessary once the cycle is completed. However, with smaller volume tanks, bigger water changes are still a good idea - 30-50%.
The reason that I suggested a 90% water change is that I assumed (perhaps incorrectly) that your ammonia levels were elevated. My assumption was based on the fish deaths that you described. A 10% daily water change that is suffering from ammonia poisoning isn't actually going to lower the levels significantly. Your fish are still producing more ammonia than the bacteria colony can handle. The 10% water change - best case scenario - is keeping the level from rising any higher, but it isn't going to fix the initial problem.
For example, if your value was 1.0ppm, but you only do a 10% water change, the level drops only to 0.9ppm, which is still WAY too high for the fish. And the fish will quickly produce that amount again. The bacteria will start to grow, but this process can take weeks, not hours. So, the fish will quickly end up in much higher ammonia levels by the end of the next day. (A fully stocked bioload in a tank will produce approximately 4ppm ammonia daily. Excess food, or dead fish will produce even more. Hence, why I suggest the LARGE water change to start with.) A 90% water change will lower the ammonia level drastically, and will enable the fish more time before the ammonia levels rise back up to toxic levels again.
Be sure to temp match the water when you replace the water, as a temp shock can be detrimental to the fish, but the impact of temp shock or pH shock is a minor concern compared to having the fish swimming around in poison. Seriously, read the fish-in cycle linked in my sig. This isn't just "my opinion" about keeping the fish safe. (While the thread I linked suggested a 50% water change, it also assumes that your values won't be much above 0.50ppm before you are doing a water change. I assumed your values are well above that range, probably closer to 2.0ppm or more.)