Strange, NSC quotes me different prices for cleaning of different lenses. It's never a single "standard" price.
I called NSC they said
Sensor cleaning about $26 30mins
Eye viewfinder cleaning about $120 2-3weeks
and Lens cleaning is $100. 2-3weeks
Wah lau, if you are using a 50mm f1.8 that cost $185, will you let them clean your lens for that price?
I ended up cleaning my sensor myself. It's actually quite easy with the cleaning kit.
As for dust in lens, there is a post on photo.net where someone used a vacuum cleaner to suck out the dust.
But have to be careful not to scratch the rear element and other parts.