The best way to keep your area rug looking its best is once a month flip it upside down and vacuum the back of the rug. It is okay to use a beater bar/rotating brush vacuum on the back of a wool rug, on the front it is recommended to only use suction. Vacuuming the back with the beater bar/rotating brush helps push dirt trapped deep down toward the top of the rug. The rug is then flipped right side up and this dirt is vacuumed. For synthetic area rugs it is fine to use the beater bar/rotating brush vacuum on the front and back of the rug.
It is not advisable to vacuum fringes/tassels. When you run the vacuum over the fringes they get sucked into the beater bar of your vacuum. The fringes do not need to be vacuumed at all. Fluffing them by hand is all they need. Anything else can cause damage to them.
Be aware of carpet shampoos or sprays! Carpet shampoos are usually made for synthetic wall to wall carpet not wool area rugs. Always check the label before using any spot cleaners or rug shampoos. When you use a spotter or shampoo make sure you rinse it all out. If there is any soap residue left in the rug it will attract dirt.Always test your rug with a damp white cotton towel to make sure the colors will not run or bleed.