The Cleaner Rules are the list of checkboxes next to the navigation buttons and are present when you are in the Cleaner mode.
By checking and unchecking options you can choose to include or exclude items from the cleaning process. For example, if you uncheck the Cookies option then no Internet Explorer cookies will be removed. (You also have the choice to keep specific cookies in the Options section.)
You will notice a second tab at the top labelled Applications. This displays a list of additional cleaning options for third-party applications you have installed. This list will automatically detect programs you have installed - including any new programs.