Spray some Pledge on it and wipe it down. Clean your line often. Use some Glide or Zip Cast on it. Don't put it in the sock and tube wet (if you've been fishing in the rain or snow.)Don't clean the cork. Let it build up a patina over the years (it's good mojo too!)
Like Parnelli also said-Pay attention to the inside of the reels working parts. Good cleaning and use a good reel lube.

RTJ