my white walled tyres on my A were getting rather yellowed, so I did a bit of research on the net and asked a friend on how to clean them.
well there are a number of ways and some dos and don'ts, Don't used bleach because that will damage the rubber over time.
one firm who makes white walls says to use a 600grit wet&dry paper and soapy water and lots of elbow grease.
another one is to use Jif and lots of elbow grease.
but the best way thanks to Gary and Brian is to use "Non Acid Wheel Cleaner" Meguiar's make it, probably made by other makers as well.
just spray it on the white walls, I used a green pot scruby to rub away the worst spots otherwise a stiff brush will work fine, leave for 40-60seconds and rinse off, just now gave the tyres another clean after a month and they are coming up really clean, must be working because after the first time I got quite a few comments on how clean they were and how did I clean them.
it was certainly more effective than the Jif method, took me an hour to scrub the 5 tyres, the spray took me 10-12minutes, great! 
you can find the Non Acid Wheel Cleaner at Autopro for about $12.50 I think
dAz