The gap that Chuck talked about, where you can squirt in the cleaner, and sometimes other gaps where the cover does not completely seal the control, is the gap that let dust and vapors and fumes into the control, sometimes cigarette smoke etc. This tends to insulate the control wiper from the carbon track and make for intermittent connections. I generally will clean the control first with contact cleaner (such as CRC's CO contact cleaner) rotating the control back and forth over its full range. After the cleaner dries though, the friction can increase so I spray in some Inox mx-3, which provides long lasting protective lubrication (it is better than any other product for potentiometers, switch contacts, IC sockets etc). Although there are "cleaner-lubricant" products, none are as good as separate clean and lubrication with mx-3.
Very long lasting controls are normally completely sealed units.