For a new rug, vacuum (on low without a brush or a beater bar) 2-3 times a week is recommended.
Once the shedding is lesser, vacuum weekly. Do not over vacuum as it may damage the fibers and cause more shedding.
Every 2-3 years, seek professional dry cleaner to clean and maintain your rug's quality and durability.
Do not expose rugs to long period of direct sunlight.