Duct cleaning is a band aid, like washing you hands is. Under your description, why wash your hands more than once? If it gets cleaned once, it shouldn't get dirty again. Well that is, unless they touch something dirty. Keeping your hands completely clean is virtually impossible. Same as keeping dust out of your home. You clean your ducts and over a 3-5 year span they get dirty again. Also, duct cleaners are not licensed but should be certified by NADCA(National Air Duct Cleaning Association).
Simply living in your home creates dust and dirt. Have you ever seen dust floating in the air in your home when the sun shines in? Dust, dirt, pet dander, mold spores, and allergens get pulled into the air handling system in your home. They build up in the ductwork; some of it gets recirculated back into your home, and some of it can be captured by a good quality air filter. Eventually, enough debris builds up to the point where most of it blows back into your home. Your furnace or air conditioner must run longer to cool or heat your home, which costs you more in utility bills. With a service call from Sears Air Duct Cleaning, you can feel comfortable knowing that the accumulation of dust, dirt, dander, mold, and allergens has been cleaned from your HVAC duct system.
You may consider having your air ducts cleaned simply because it seems logical that air ducts will get dirty over time and should be occasionally cleaned. Provided that the cleaning is done properly, no evidence suggests that such cleaning would be detrimental. EPA does not recommend that the air ducts be cleaned routinely, but only as needed. EPA does, however, recommend that if you have a fuel burning furnace, stove or fireplace, they be inspected for proper functioning and serviced before each heating season to protect against carbon monoxide poisoning.