Master weaver Federico Chavez Sosa recommends that you turn your rug regularly and vacuum it often with a brushless appliance so that you avoid snagging the fibers and the fringes. You can also shake the rug, holding it on the long side.
All spills should be blotted immediately with water and a soft cloth. You can use a soft bristle toothbrush to get out any stubborn spots, but be sure to brush with the grain, not against it.
It is best to avoid direct sunlight for long periods of time. Identify a professional rug cleaner, if necessary, for special care and attention. Store as you would any fine wool garment.
Your rug is made from fine wool shorn from Churro sheep raised in the Oaxaca highlands. It is meant to last many lifetimes.