It will definitely prolong the life of the head. For me, I clean about every 4 or 5 fills for clearer liquids, but for real thick and dark liquids, I clean them about every 2 fills. Sometimes less, sometimes more.
To clean, just take it apart, rinse every piece individually, and dry with a paper towel. I then 'dry burn' the head if it is gunked (if you cannot see the coils anymore, it is gunked). You dry burn by simply screwing the head (without it's silicone cap) onto the atomizer. Then screw that onto your device, go somewhere dark, and 'pulse' your device in 2 second bursts until you can see all of the coils glowing orange. After your dry burn is done, re-rinse the head, and let it air dry. Then you're good to go.
Few tips.
1.When you unscrew the metal top part with your drip tip, sometimes it will "grip" the silicone cap and partially unscrew the head. I have trimmed about a mm off the top of some of the silicone caps and it has worked great.
2. When refilling with liquid (after thoroughly cleaning), drip one drop of liquid directly onto the coils before refilling your tank. This will erase the 'wicking time' needed.
3. When the tank is half empty, tilt it a bit in between hits so that you saturate the wicks and avoid dry burns.
4. When putting the silicone cap back onto the head, always make sure the flat end of the little metal piece is facing down towards the coils, and the cone shaped side of the metal piece is facing upwards towards the drip tip.
5. When cleaning, there is no need to take the drip tip out of the metal cap. You can rinse them together, and if you keep taking it off and putting it back in, you will wear down the little rubber o-ring on your drip tip.
6. If you really want to get a particular taste out of your Nova and dry burning isn't doing the trick, take all of the metal pieces of the device (including the head with coils), and soak them in 91% isopropyl alcohol overnight (the stuff that has only water as an inactive ingredient). Rinse thoroughly with water and let air dry. All flavor will be completely reset.