I replace it when it's really dirty, although I suppose I could rinse it off in tank water during a water change and re-use it. The charcoal (if you use it) is only good for a certain length of time - maybe a month? I'm not sure. How quickly it gets dirty is probably different in your tank than it is in mine. My bio-load is very light right now. This filter is in my 10 gallon. HTH.
Alia
By the way, you probably know this, but never wash the little frame that the filter goes on, or even rinse it under the tap (aquarium water is ok). that's where all your beneficial bacteria colonies live.