I would not treat new fish unless they show definite signs of a specific issue. Fish are obviously under considerable stress just from being in the store tank (which is almost always less than the best environment), netted, bagged, and now in yet another environment. Adding stress by using any chemicals or medications (which do themselves cause issues for fish) may tip the balance and cause ich.
As for the ammonia, what is the tank size? Some people keep a sponge filter running in one of the main tanks (to develop nitrifying bacteria) and then place this in the QT tank when new fish are added. Using filter media from an established tank in the filter of the QT should also work. Using one of the bacterial supplements (Tetra's SafeStart, Seachem's Stability, or Dr. Tim's One and Only are three that do work) will also help.
Placing the filter media in the tank itself should seed the bacteria, though I have never used this method. When this media is in the filter, the water carrying the ammonia is naturally brought into quicker close contact.
My method is to keep a 20g planted tank running permanently. I put all new acquisitions in this, and I have never had ammonia or nitrite issues because of the plants. You can toss in some floating plants from another tank to achieve similar.
As for the time in QT, I would say 3 weeks is minimum. I did once have ich break out during the second week, rather surprisingly. Most times I never see it at all, but provided you acclimate the new fish to the QT water, this depends largely upon the condition of the fish and the store tanks.
Byron.