Wheel and tire cleaner is used by people who want their tires to look clean and shiny. Shiny tires help attract attention to your car and make people say “Wow, that person really takes care of their car.” Most tire cleaners contain silicone and solvents which are what allow them to give your tires that clean and wet look you desire. There are also newer products out that claim to use nanotechnology and sub-molecular technology to create a cleaner that is more sealant than shiner. These newer products, while claiming to not contain any waxes, act like a wax, sealing and protecting your tires from the ravages of the road environment.
For more info, see 3 Tire Care Secrets of the Pros