If you're referring to WOCA Wood Cleaner (http://www.wocadirect.com/wood-cleaner/), it should be used before the initial oiling and can be used before subsequent re-oilings. The name is a bit misleading but thankfully there are ready resources these days to find out what a product is for and how to use it. Even then it can be a bit confusing, like when using the Rubio site to determine how to treat your worn floor. Then my Rubio rep. nonchalantly told me ignore all the website instruction, mix the Soap 100:1 in a spray bottle, mist and mop, re-oil the floor every year or two with the same oil as used to finish originally. I'm loathe to admit that my one year old Rubio White oiled floor has only been vacuumed, never mopped. Twice I bought and mixed the Soap and ended up giving them to a customer.
I'm an oil convert, as long as people don't mind taking on a little extra maintenance. While spray painting a paneled wall, blasts of air loosened my floor masking. By the time I finished, paint had dried. I carefully scraped, cleaned with some lacquer thinner, sanded with 120 grit paper and re-oiled. It looks flawless. With a poly finish this mistake could have been a disaster.
Bona does have a product called Natural Oil Floor Cleaner. I bought one to test but haven't had a chance yet. I'll use it on a showroom floor or my own home rather than a customer's floor. It looks like the one on their website: https://www.bona.com/en-US/Bona-Professional/Products/Floor-Care/Cleaners1/Bona-Pro-Series-Natural-Oil-Floor-Cleaner/
I agree with your take on products. These manufacturers can't all be formulating their own finishes and cleaners. It's probably best to buy the one you suspect is the same as OEM and try it on a sample or a remote section of the floor.
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