The people who make the machines and the heads have long recommended isopropyl alcohol for the heads and guides, and that's what I use. And I don't feel cheap when doing so. If there are stubborn deposits, I haul out the Ampex head cleaner, which is a mixture of xylene and 1-1-1 trichloroethane. You can't get the trichloroethane any more, since it's bad for the ozone layer. I have enough to last for a while, but not enough to make any real difference to the ozone layer. The xylene you can buy by the gallon at Home Depot.
For the roller, it depends. What's it made of? Most of the rollers I'm using (and here I lump together pinch rollers and the ATR capstan) are urethane. The manufacturers recommend water, and that's what I use.
What's actually in the Lasermedia products? If they're not willing to tell me, I'm not willing to use them. The fact that someone puts "Head Cleaner" on a label is not enough for me.