Dirty panels produce less than clean ones, and cleaning recovers the difference. That much is straightforward. The figures used to sell the service — a specific percentage, applied to any array, quoted by someone who has not seen yours — are not measurements of anything. Recovery depends on how soiled the array actually is, what kind of soiling it is, and how the panels are wired.
What is worth knowing is the mechanism. An even film of dust dims everything slightly. Lichen at the panel edges and bird mess do something worse: they shade cells completely, and because panels in a string are limited by their weakest member, a small shaded patch costs more than its area suggests. That is why the edges get as much attention as the glass.
If you have inverter history, compare the fortnight before with the fortnight after. It is real evidence about your roof, which is better than a number from ours. Where the array sits above a conservatory, the box gutter is usually due at the same time.