Depends. A very few new LPs have surface noise that is the result of poor flow or fill in the stamper, or poor quality non-virgin vinyl to begin with, and nothing will help. An example of this was Peter Gabriel II on Classic where the outer lead in and first few minutes of "On The Air" are ridden with crackles and pops and, after several deep cleanings and plays, the noise doesn't change. I too clean before each first play of a new record, and if the pressing is a quiet one to begin with, subsequent plays usually reveal even more depth and detail. But not always...as I said, it depends.
