Like all skills it's down to personal preference. Some people can give a quick splash and the job's done perfectly, others give huge attention to detail and still fail.
The only real answer is practice till you find the technique that suits you.
Ionics training course tells you to rinse down the glass with sideways strokes in a shallow zig-zag with the brush 'on', but they say it only works with their 'special' brushes.
I tend to rinse 'off' wherever possible, and tilt the brush if holding it off is impractical, but I do have one area of houses where the price is far too low - so I just give them a quick 'up and down' and then side to side rinse with the brush on - they come up perfect every time :
