It's really not that bad. I use two different methods.
First, I pretty much use a Giotto Rocket once a week. I have found that if you stay on top blowing off your sensor you don't need to swipe it with a wet kit as often.
But, the time comes when the Giotto just doesn't cut it. Then I use the Copper Hill cleaning kit.
http://www.copperhillimages.com/index.php?pr=tutorials
The key with cleaning you sensor is that you are in a place where it won't get more dust on the sensor while cleaning. No fans, closed windows/doors, no dogs, clean table, clean hands. Seriously, I wear latex gloves so that I don't get any oil on the PecPads.
I have a static brush too, but have found that a Giotto blower works as well as the brush.
Finally, I have heard mixed reviews about Canon's cleaning service. A few people have told me that their sensor came back dirtier than it was before they sent it in. Personally, I think that sensor cleaning is far too common (and easy) to need to send away to Canon.
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