Vacuuming:
Rugs and carpets should be vacuumed on a regular basis to remove dirt and restore life to the fibers.  Be sure not to vacuum the fringe.

Rotation:
To insure even wear, your rug should be rotated 180 degrees _^ONCE a year.
Rug & Carpet Cleaning:
Your rug or carpet should be cleaned professionally every 2 to 5 years, depending on traffic.

Emergency Care: 
For spills, quickly blot up excess liquid with a towel.  Do Not Rub!!
If the liquid is water based, apply a mild, bleach-free detergent(i.e.:  Woolite) diluted with water, using a clean, dry cloth and working from the edge of the spot to the center, to avoid spreading.  Rinse with water mixed with a small amount of white vinegar.  Blot, and then dry completely using a hair-dryer at medium setting, or by elevating the rug to allow air underneath. For spills that are oil-based in nature, contact a professional rug cleaner immediately. 
Tears, holes, or worn spots can usually be repaired by a professional rug/carpet repair service and should be repaired promptly to avoid further damage.  Ragged fringes or loose binding can and should also be mended by a professional service.  A professional rug/carpet cleaning service should always be consulted no matter what type of spill occurs, to ensure the best possible care for any rug.