You can clean as normal, same products, methods, etc. You're not going to do any damage agitating or washing as you normally would.
It's just polishing that you need to adjust - and most people don't polish wheels anyway - even then it's just a case of not using abbrassive compounds. You can still "polish" with non-abbrassive paint cleansers, for example. You should avoid anything with fillers too, but nothing's got enough fillers in to make a satin finish truly glossy.
If it were me - wash and decontaminate (i.e. fallout & tar removers as needed) as usual.
You can use specailist matte shampoo (which may slightly prolong the coating's lifespan) and/or quick detailer if you want to. I'm not a huge fan of quick detailers in general and a normal shampoo won't really adversely affect anything so it depends on whether you want separate products just for the wheels or not.
Coat:
Nanolex SI3D Matte comes a set with panel wipe and is a case of applying the product and just keep spreading it. Or,
IPA wipedown (or Gyeon Prep, or Nanolex Ex can be bought separately) and then Gyeon Q2 Matte Evo, which is the more traditioanl wipe on, buff off job but comes with Cure which can be used as a quick detailer after application of Matte.
For maintenance, regular washing every couple of weeks should be sufficient to keep on top of things. Occasionally through some iron remover and tar remover at it when needed and then top up the coating once a year or so.
As mentioned above, your choice of shampoo will make such little difference (so long as it's pH neutral - most good ones are) that Gyeon don't make a matte specific shampoo - they would recommend standard Bathe (not Bathe Plus) which is a good shampoo if you need something, but use up what you've got first.