There are indeed many vested interests in sensor cleaning. And smoke, mirrors, ventriloquism and terror.
Granted, you're not going to try washing-up liquid (it would leave streaks). But what about meths? Ah, it's pigmented, and might leave smears. But so what, you can do the job again with something purer. The essence is, it's all harmless unless you damage the sensor. So keep away from bleach, sulphuric acid ... and things that might scratch it. I don't even know how hard the surface that protects the sensor might be, but I'm convinced that a steel wool swab is out. So for a wet clean (the only sort I've done) it'd seem reasonable that a swab of reliable provenance (and thus hopefully a lack of any abrasive particles) is more important than the liquid used, as long as that liquid won't dissolve anything on or around the sensor.
Caution, common sense, and don't pay attention to marketing hype. I keep my sensors good, and I have nothing that cost more than £30 in total and should last for years - just swabs and liquid.
As for terror - some of us are wimps. No names - yet.