Shops want to sell lube! Mine tries to sell me a $300 oil change every 3,000 miles instead of the 9,000 that Ducati recommends.
Clean it, lube it just be careful what chemicals you put on it. O-rings will deteriorate with kerosene and can be pentrated by WD-40, thus replacing the lube that is in there from the factory (the stuff that never needs replaced... hence the O-rings
) And do not use a wire brush!!
I use soap, water and a plastic scrub brush to clean mine. Nothing else. You need special lube too, if you choose to lube it. If the lube is not made for O-rings it's probably doing more harm than good.
IMO lube on an O-ring chain only makes dirt build up faster.