I agree... kind of like fuel additives that claim to add 20% more energy to the fuel.
The only way to keep it clean(er) is to stop the engine from generating as much soot to begin with. Less soot = less accumulated ash from regenerations over time = longer DPF life. I don't think any additive is going to do the soot in the DPF what 650*C temps do during regen, plus whatever it does, there will still be ash leftover as a byproduct of burning the soot.
My TDI is showing just under 2.3g of accumulated ash after almost 20k miles. 14g is the limit where the DPF has to be replaced.