I get towers every month that were cleaned at home a week before they stopped booting. The tools in the closet were the problem.
The vacuum cleaner. Air moving fast across a plastic nozzle builds a static charge, the same way socks do on carpet. The nozzle gets within a quarter inch of a memory module or the back of the graphics card, and the charge finds a path through the board. You won't see a spark. You'll see a PC that won't POST. The suction also spins fans well past their rated speed. The can held upside down. A duster can is liquid propellant under pressure. Upright, it gives you gas. Tilted or inverted, it sprays the liquid itself, which is far below freezing and condenses moisture out of the room air onto the board. Frost on a motherboard is water on a motherboard. Short bursts with the can upright, which is what Corsair's guide tells you, and let it rest when it gets cold in your hand.
One more: blowing air into a running PC pushes dust deeper into the heatsink and PSU instead of out of the case. The machine should be off and unplugged.
How often should it be done?
My rule of thumb for a typical New Jersey home is once a year. Twice a year if the tower sits on carpet, you have pets, anyone smokes indoors, or the PC lives in a basement. Corsair suggests every three to six months, which is fine for a light filter clean at home between visits. If you can't remember the last time, that's your answer.
Thermal paste runs on a different clock. Noctua rates its own paste for up to five years on a CPU and says to reapply not on a schedule but when the gap between CPU temperature and room temperature under full load starts to grow. That's the logic behind the before-and-after check: I only repaste when the numbers earn it. On a tower where the cooler is undersized for the processor, the better fix is a CPU cooler upgrade, and I'll say so rather than repaste a cooler that was never going to keep up. Bigger cooling and airflow changes fall under my custom PC repair and upgrade service.
✓ A good sign. If your CPU sits under 40°C at idle and the fans go quiet after boot, the cooling path is clear. Check again next spring.