Regular vacuuming. Vacuum your rug from different directions, making several passes over the area.
Caution: Jute rugs do not like getting wet, so do not place a rug with high moisture. Jute rugs are for indoor use; do not use them outdoors, as the weather and humidity can cause them to break down.
Jute rugs are relatively easy to maintain because dirt does not cling - they love a good sweep.