I surprised that they did not suggest monthly, after all this stuff goes a long way and they have lots more to sell.
If I ever need to remove the HSF then I will be tempted to replace it, although being both lazy and often misplacing whatever gunk I'm using I have been known just to smooth it out and replace the HSF with no detriment to temps.
When I built my E8500 and P35 board it ran with the same 1st revision Arctic Freezer cooler in place for around 4 years and always overclocked to at least 4Ghz. I removed it a few weeks ago to put it into a HTPC. That was the first I had seen of it since it went into the board. I had to remove the HSF to get the board in sadly, otherwise I would not have seen it then.