Mine last roughly 3 weeks to 4 weeks..vaping at 14 - 15 watts 1.8 ohms bvc. 70%pg 30%vg, 18mg nic - 24mg nic. Yes cleaning with water really changes the performance of the bvc, tried it and no point doing it. Just pop in and once the vapor gets lesser, discard and pop in a new head...great tank by the way. Another tip of decreasing the juice going into the middle channel, what I do is I apply very small amount of silicone grease on to the bvc threads, top and bottom and screw it in on both ends. Avoiding putting too much silicone grease or not you would be vaping them instead. This will make the threads more leak proof and the gurgling gets a lot more lesser. It works for me..hope it does for you as well..hmm anyway just sharing...thanks