Airing and vacuuming will help to eliminate the smell that the rug can have when it is new.
Do not wash.
Do not bleach.
Do not tumble dry.
Do not iron.
Do not dryclean.
New wool rugs shed naturally, vacuum frequently in the beginning.
Vacuum, shake and rotate the rug regularly.
Dry spots; remove immediately by scraping carefully towards the middle of the spot.
Wet spots; do not rub. Absorb with paper towels, damp with cloth and mild detergent.
Professional carpet cleaning when needed.
Always use the standard floorhead, never the rotating brush, when vaccum cleaning the rug.