A clean wool rug makes a bigger difference than you'd think. Here's the most effective method, plus the mistakes most people make.
Vacuum the wool rug regularly without a beater bar. Beater bars damage wool fibers.
Dab a hidden area with a damp white cloth. If color transfers, only professional cleaning is safe.
Mix a wool-safe carpet cleaner with cold water. Dab stains gently with a soft cloth -- never rub.
Blot up moisture immediately with clean towels. Air dry completely before walking on the rug.
Once dry, gently brush the fibers in the natural direction of the pile.