When I cleaned mine, I used water only, rinsing inside to out. Got off 95% or more of visible stuff. Then I let it air dry, and looks almost as good as new. I then put it in the plastic bag that the new one came in, and store it on a shelf. Next oil change (or two, depending on how dirty the installed one gets), I’ll swap and repeat.
As others said, like most reusable filters. Definitely do not rinse outside to in, as that will just drive the bad stuff further into the filter, which is the opposite of what you want.