Your HVAC unit and air ducts deliver heated or cooled air throughout your home year-in and year-out. The air your HVAC unit produces travels through your ductwork and heats or cools your home via the air vents in each room. The dust and other particles in your home’s air are known as particulate matter, which the EPA defines as "a complex mixture of extremely small particles and liquid droplets." The EPA also notes that "particle pollution is made up of a number of components, including acids (such as nitrates and sulfates), organic chemicals, metals, and soil or dust particles." Having clean air ducts means fewer of these particles moving through your home. If you remove your furnace filter and hold it up to the light, you can probably see several hundred of these minuscule particles floating in the air. 
Having evaporator and condenser coils cleaned could cost between $100 and $400. If your coils can be accessed in-place, you'll be looking at a lower service cost. If your technician needs to remove the them first, the cost should be around $400. Having the evaporator and condenser coils cleaned can have a significant impact on the efficiency of your system. If your coils are excessively dirty, they won't be able to do their job and your system will have to work harder. Keeping up with the hygiene of these components can save you money in both the short and long-term. For example, replacing evaporator coils can cost anywhere from $650 to $1200.
There are many interesting comments from several informed individuals. The question that has not been answered is how do duct systems get dusty and dirty? As a RESNET Home Energy Rater, I perform pressure tests on homes and duct systems, and the one common thread is . . . most air delivery sytems have large amounts of air leakage. The solution is to seal the duct system, and pay particular attention to the return duct system and ductwork near the air handler (the 'blower'). As others have said, a captive (sealed) duct system with proper filter maintenance should be more then adequate for most occupants. For those who have allergy, asthma, or other breathing problems, a filter with a higher MERV rating (number should be listed on the package) or a HEPA filter are good choices. These filters will capture smaller particulates and should improve the indoor air quality. Again, make certain that the entire duct system is sealed, preferably with mastic, second choice UL-181 foil tape - never use cloth duct (also known as duck) tape.

On the other hand, if a service provider fails to follow proper duct cleaning procedures, duct cleaning can cause indoor air problems. For example, an inadequate vacuum collection system can release more dust, dirt and other contaminants than if you had left the ducts alone. A careless or inadequately trained service provider can damage your ducts or heating and cooling system, possibly increasing your heating and air conditioning costs or forcing you to undertake difficult and costly repairs or replacements.
Most people are now aware that indoor air pollution is an issue of growing concern and increased visibility. Many companies are marketing products and services intended to improve the quality of your indoor air. You have probably seen an advertisement, received a coupon in the mail, or been approached directly by a company offering to clean your air ducts as a means of improving your home's indoor air quality. These services typically — but not always — range in cost from $450 to $1,000 per heating and cooling system, depending on: