Rinsing the sand it just to keep it from clouding when adding water, but once the dust particles settle down, it should be clear.
There really isn't much maintenance to keeping sand as your substrate. If this is not a planted tank, then you will have to do a vacuum as a part of your maintenance every so often (But you can't put it in the sand, you can just stuck up what's on top of the sand. By doing so you will need to keep the vacuum around 1 - 2" above the sand so that you won't suck up a lot in the process. Oh yeah, and if you start to get low on the sand - as like being less that an 1 - 2" depth - make sure to keep an extra bag around to refill when needed). If it's a planted tank, then you don't have to usually vacuum it IME.
Also, in most cases, sand will build up nitrogen bubbles under the sand in little pockets and that is very toxic to fish. To prevent them, stir the sand around a bit to pop all of them every water change or add some MTS to do it for you (Malaysian Trumpet Snail - they dig deep in the sand unlike other snails).