I have some soft bristle "wheel" brush that works well enough for the surfaces, but cant get in deep enough without knocking on the wheel. I got some of the Griots Garage branded wheel woolie type things off of Amazon, and recently put them into service. They really are the way to go, and are money well spent.
Instead of ordering a set of Wheel Woolies that I really wanted, I went to Lowe's and picked up a "multi-purpose cleaning brush" for around $10. Works great and looks very much like the article you mention above.
I use a combo of my old microfiber wash mitt and a Mother's wheel brush....and just car wash soap and water. If wax you wheels when you do your car and not let things get out of hand you do not need any agressive wheel cleaners.
I use a good 3" Pure Bristle paint brush with the heel wrapped in duct tape. I use it for getting soap or wheel cleaning products agitated and working better. Pure Bristle is soft and explodes slightly when it becomes wet, it works quite well especially if you take care of your wheels and not let them get really bad. For more aggressive cleaning I use something like the brush Squirrelee uses, but I don't need that very often.