Question 1) If the brass was just fired and is just a little dirty from soot and has no tarnish marks, I run it about 2-4 hours with Midway's cleaning liquid and corn cob media. If it still isnt shiney, let it run until it is.
Question 2) The media will get progressively darker as it gets dirtier. I change corn cob media when it goes from a light tan to a dark brown. It still cleans when its dirty, but takes longer.
Question 3) Walnut cleans "deeper", and is better for tarnished cases, or very dirty cases, but doesn't produce a high shine like corn cob does. It leaves the brass clean, but has more of a matte finish.
Corn cob media cleans moderately dirty cases just fine, and leaves a brilliant high gloss shine when done.