Normally the dealer will clean it as a part of the service. This strikes fear into the heart of the dedicated self detailer, as they don't seem to care about two bucket methods etc.
You can always price match, tell the local guys you travel for work and can get it serviced while away for whatever cost at the dealer you found. I bet they price match.
Ask about their value servicing though, it's priced close to indies and aimed at older cars.
That said, if you get a recommendation for a good local independent specialist, go for it.
If you think the filters haven't been changed, get it done. If you mean the one above the glove box, you could probably do it yourself if you wanted. You're ok with a screwdriver if I remember correctly. (Didn't you do your own stereo?)
