There's no single rule, but a good baseline is to wash your sheets every one to two weeks. If you sleep warm, have allergies, or share the bed with pets, lean toward weekly.
Pillowcases collect the most oil and should ideally be washed weekly, or even more frequently if you're prone to breakouts. Duvet covers can go a bit longer, typically every two to four weeks, since they're not in direct contact with your skin.
When you wash, use a gentle cycle with cool or warm water. Never hot. Hot water can weaken cotton fibres over time and cause shrinkage. Use a mild, fragrance-free detergent. Skip the fabric softener; it coats the fibres and reduces breathability.
Tumble dry on low heat or, better yet, line dry when you can. Over-drying is the fastest way to wear out good sheets. Remove them while slightly damp and let them finish air-drying on the bed.
With proper care, quality cotton sheets will get softer with every wash, and last for years.
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