It is alwasy difficult to tell from photos.
It is always important to do the 5 step leather ID process as this will give you all the information you need about the type of leather and the correct cleaning process to use It may have a finish on this leather (many of them do these days) and the amount of finish it has will dictate the amount of cleaning you can do.
If it absorbs moisture (turns dark when you apply cleaning foam) then, although you can clean it, the results will probably not be as good as you want. Always use a foam cleaner as this will also give you more chance of removing surface soiling, as the foam will last longer on the surface. Don't forget that the seating areas will react differently to testing than other areas. Liquid cleaners (applied neat or with a trigger spray) will soak into this type of leather taking any soiling with it and so will have less cleaning affect.
Balms (we have them too) are used on pigments as they are pigment based products. Pull Up leathers (which this may or may not be) should not be treated with pigments as this will change the nature of the leather which your customer would not appreciate I'm sure.
If this is a Pull Up style leather (or another aniline style leather) then it will be absorbent and can be restored very easily using aniline dyes (the process is very straight forward) and this will not alter the leather - also gives the wow factor.
This type of leather should always be protected as this will help inhibit dirt and body oils from soaking in. It also makes it far easier to clean (if a good quality protector is used - some work better than others) It will also help to inhibit fading.
If you need any further advice feel free to give us a ring on 01423 881027
Cheers
Judy