If your pup is like most puppies, he probably gets into all kinds of messy situations. This means his face is going to need constant cleaning unless you want him to walk around looking scruffy. There are two key things you need to have to make the process more enjoyable to your pup. The first is a warm and friendly environment, the second is for you to be very gentle from start to finish. The skin on your pup's face is very sensitive and if you use the wrong kind of soap, you could cause damage to it.
Your dog isn't going to be very fond of having you near his face with water and a soapy washcloth. If you can't get him to let you pour water over his face to get it wet, you can always use a wet washcloth. If he will let you pour water over his face, be sure to keep it out of his eyes and ears.
Your pup will always look his best if you give his face a good washing ever couple of days. Of course, if he gets it dirty more often, that just gives you more opportunities to fuss over him while you wash his cute little face.