A neutral bleeding type cleaner will not do any harm with regular use. The only real downside is the cost - so if that is not an issue, stick with it.
As others have already said, many dedicated wheel cleaners will be strongly acidic or alkaline. In truth, many will do little harm with regular use. If there is a warning about aluminium damage, the product is probably best not used routinely!
In my view, sealing a wheel is not sufficient to allow you to use only shampoo for your wheel cleaning. My experience is that such sealant/coating will decrease the level of soiling but it does not stop it occurring and does not actually make the bonded brake dust easier to remove. Yes, if it has not bonded well, it will come off easily but the same is true for an uncoated wheel. The major difference, in my view, is that you are less likely to do damage to the wheel surface when it is sealed (less friction means less abrasion and marring). For some level of example, we have a permanent ceramic coating on a set of test wheels. This is as permanent as it gets (it won't come off without taking the paint with it) but it will still bleeds after a wash with shampoo. If you leave it for a prolonged period before doing the wash - it will bleed heavily as the hot brake dust still managed to 'burn' its way in (despite the coating being resillient to - and in fact having been cured at - greater than 500C).