AEM and other quality lifetime filters are easy to clean. They do recommend using a cleaner (AEM or K&N 32oz bottles @ 12.99) to loosen dirt before rinsing with water. Nothing complicated about that "I do not know any "everyday Joes" using this. Mostly because you have to use their cleaning system for a warranty. It looks like they are marketing to huge fleets. I suppose if you want to buyt eh cleaning system you can and have good luck with it...the cleaning fluid is $41 a gallon...the cleaning station seems to have been discontinued by XtremeDiesel.
I will stick with the traditional filters...
cleaning system". If you watch the videos they are talking about caked on dirt and fithy. Our truck replacement lifetime filters are enclosed and don't get dirty like the open air add-on filters and off-roading. Thus, simply washing with water is often enough.