You can use any wheel cleaner, and in any dilution, but you have to remember a few simple rules.
1 - NEVER clean them when they are hot. They should be cool to the touch when you start. Several reasons for this - potential for warping rotors, damaging the finish of the rim, etc. Wheel cleaners don't work well in high heat, so don't apply them. Let the wheels sit for a short period before you spray them with some sort of cleaner.
2 - Any OEM finish wheel is clearcoated and protected from chemicals. If you pre-soak the wheel with water, and work quickly, you effectively dilute the chemical slightly and nearly eliminate any potential for finish failure on the wheel itself.
3 - Any wheel cleaner you buy at an auto parts store can be diluted. A lot of detailers will dilute an OTS wheel cleaner (if they use them) down to 4-5:1 and spray them on dry. As mentioned in #2, pre soaking the wheel does the same thing, but to an unknown dilution.
I typically use the Meguiars all wheel cleaner and presoak the wheel. I also mix up a buck with a little car soap and water for rinsing purposes. Never had a problem and I've done all types of wheels with that setup.