I clean about 40-50 lenses per week. I never never never use a microfibre cloth or anything like that. It's just asking for trouble, trying to clean a lens with a cloth that may have dust or grit on it.
What I use depends on the condition of the lens.
First of all, always always remove all dust. I use a rocket blower and/or a very fine brush; the blower gets the bigger stuff but sometimes you need the brush for the fine stuff.
Lens pens are good for water spots. But they do sometimes leave a bit of a residue on the lens so I always brush after using a lens pen and sometimes also clean with fluid.
Lens cleaning fluid (small bottles of it from Jessops - it lasts ages) works best for fingerprints and hard-to-shift marks such as from condensation. I use a new bit of lens tissue, fold in half, one drop of fluid - no more - and move the two sides of the tissue against one another to spread the fluid into the tissue. You don't want it too wet. Wipe across the lens once. Fold the tissue to expose a different unused surface and wipe across another bit of the lens. Repeat until you've done it all. Never wipe the same bit of tissue twice. Throw it away and use a new bit if necessary. Then it's the same drill to remove any surplus liquid. New tissue, wipe once, fold, wipe once, etc. until done.