I think I have a lifetime supply of carbon products, I rarely use it. Except, as Bob said, to remove "something" like meds or odors. I kind of disagree with Bob on the surface area being a long term bacteria "holder". I think the very fine surfaces fills with "filter sludge" that doesn't rinse off as well as other media like sponges. I also think ceramic media has the same thing happen over time but I use it in most filters, rinse it & hope for the best.
As far as carbon's ability to adsorb meds, it's a pretty short term effect, think days or maybe a couple weeks at most. With large water changes too, that's my go to solution for many tank problems at the beginning.
It's been a very long time, but I think zeolite is used to remove ammonia. That's nice in some situations, but the beneficial bacteria needs some to feed on & continue the nitrifying cycle we want in our tanks. I use lots of live plants, lol, instead of "bits" of anything. I want easy to clean filter media & the many benefits of real plants. If you don't have any, try some!!!