Stay away from ammonia products. With current solvent technology the way it is, there's no need for hazardous chemicals. Top rated cleaners include Bore Tech, KG-12, and SharpShoot-R Wipe Out. I use Birchwood Casey Bore Scrubber, but that's only because I have a big can of it left and I use it very sparingly, but the stuff is nasty. I'll be picking up a can of Wipe Out on Monday to try out, it's supposed to be real good stuff.
Let the chemicals do the cleaning. On my rifles I only run patches through the bores, no brushes. Chrome lined bores are very easy to clean. If you feel you must use a brush (like a chamber & lug recess brush which are nice), go with nylon. Foaming bore cleaners are your friend.
Another thing on the AR-15, don't feel compelled to have to clean every bit of carbon off the bolt & carrier. Wipe off as much as you can, then leave it be. There's absolutely no need for scrapers.
A product which I would highly recommend is TW25B. Not only is it a superb lubricant, but it makes cleaning up way easier. You simply degrease the parts, the crud comes off, and re-lubricate. Speaking of degreasers, isopropyl alcohol works about just as good as brake cleaner, and it's non-toxic
Some people are perfectly contempt pulling a bore snake down the barrel every once in a while and using motor oil for lube. There's nothing wrong with that and it demonstrates two things. One is that maintenance on the AR rifle doesn't have to be as meticulous as some people make it out to be (I'm guilty and like rifles to be very clean), and two, that just about any lubricant out there is more than suitable for it. You can run it dirty and wet, but you can't run it dirty and dry.