Depends on the tree and species.
Basics of crown cleaning are, remove:
dead
diseased
deformed
duplicate
rubbing or crossing
For most cases you will want to remove watersprouts and branches that grow from the outside to the centre of the tree.
Don't lions tale (leave a puff of foliage on the tip of the branch) - what this does is make for a long skinny branch with no taper and prone to future breakage.
When you make a cut, cut to a lateral at least 1/3 the diameter of the branch you're cutting. If you're cutting back to the stem, cut to the branch collar, don't flush cut.
If the tree is next to the road or driveway, raise the canopy so that vehicle won't hit it ~16'. If it's over the grass, I usually raise to the canopy to ~7' to allow the grass to be mowed without people getting hit in the head.
I try to balance the tree both in shape but also in texture. To me, a tree that is thin on one side and dense on the other doesn't look good.
The best compliment you can get is "I can't even tell it's been pruned".
http://www.treesaregood.com/treeowner/pruningyourtrees.aspx