Some of the research I have done suggests to have your ducts cleaned when you first purchase a new home to remove drywall dust. Maintain your system well and you shouldn't have to do it again until you want to sell. Those are the two times cleaning was suggested. So for peace of mind maybe it is a good idea to do it even if you buy a used home and then maybe every 5-10 years.
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.
Duct cleaning has never been shown to actually prevent health problems. Neither do studies conclusively demonstrate that particle (e.g., dust) levels in homes increase because of dirty air ducts. This is because much of the dirt in air ducts adheres to duct surfaces and does not necessarily enter the living space. It is important to keep in mind that dirty air ducts are only one of many possible sources of particles that are present in homes. Pollutants that enter the home both from outdoors and indoor activities such as cooking, cleaning, smoking, or just moving around can cause greater exposure to contaminants than dirty air ducts. Moreover, there is no evidence that a light amount of household dust or other particulate matter in air ducts poses any risk to your health.