There are lots of opinions out there....almost as many as there are subscribers. I eventually found an Eternabond Instruction sheet (attached). Lots of good info in it.
For my EPDM roof, it boils down to:
the roof surface with a dry scotch-brite pad to remove loose particles
(repeatedly) with clean rags wetted with lacquer thinner to remove any contaminants.
their EternaPrime on the roof area to promote adhesion
Some notes .... The above steps are for EPDM roofs. There are other variants for fiberglass, TPO and PVC roofs. The scotch-brite scrubbing appears to be done dry. No cleaners are discussed. In addition to lacquer thinner, they recommend brake-part cleaner or their proprietary EternaClean solvent. They say alcohol is ineffective. (However, I would disagree with that opinion .... every time I drink alcohol it is very effective!
Thanks for all the good input guys ....