I can't believe the number of people saying a good properly installed central heating system never needs to be cleaned. Maybe they live in hermetically sealed cells? One look into a cold air return and you can see that it definitely needs periodic cleaning. The air in the house "always" has some dust in it and that's where it ends up. We just had ours cleaned and I saw what came out of it, disgusting. But always ask if they use the "air whip" to sweep/beat the inside of the metal duct. If not, don't bother. These folks used a little whip on the end of a pressure hose and swept the entire length of all the ducts. I have lighted bore scope that allowed me to see into the duct after he was done and it was spic and span. But do change your filters often, 2 or 3 times a year.
I guess I should present my credentials first, I am a 30 year veteran of the heating and cooling industry. I started at the bottom and have participated in every area of the trade. Installer, service, maint. Ownership, rep, territory manager and so on. A forced air duct system is a large vacume. Like your vacume it has an air intake (return air) and an exhaust (supply registers). A filter just like a vacume (located next to furnace or air handler). Now I want you to visualize something. Put your head inside your vacume cleaner and breath. Get the picture? This is what your duct work looks like. Do you clean your vacume when it’s dirty? If it’s full and the filter is dirty you lose performance and it starts poluting the air you breathe. It’s common sense. I recommend hiring a duct cleaning outfit that you have researched to be honest, background checked, drug tested, insured, and highly recommended by your piers in the area. The service is a necessity, but like everything, it should be done by a qualified company.
NADCA and EPA both have good points. Although, organizations are made to make money. Common sense and looking at NADCA and EPA pre-checklist. If you don't see it in the check list, you don't have to do it! But, if you do, look up Diamond certified co.s and the BBB. Beware of bait and switch scams, $60 vents and the like coupons which claim to help all for the measley sum of $79.00 bucks.
Your cleaning service should involve all aspects of your duct work to maximize energy efficiency and air quality. This includes attending to the heat exchanger, blower, drain pan, plenum and coils as well. In the process, your service provider may find that you're facing larger issues than debris and build-up. The professional may recommend having your furnace repaired if they notice, for example, damage to your heat exchanger or blower motor. Generally, a furnace repair costs between $130 and $500. They may also find that an A/C coil needs to be replaced rather than cleaned and would then recommend A/C repair.