Most of your bacteria lives on the filter media, so every time you throw is out, you throw out the bacteria that establishes the tank.
Just rinse it out in used tank water or dechlorinated water when it gets really gunky and replace it when it's falling apart. Keep extra media in your tank so if you do have to replace it, you have 1 already seeded and ready.
Let me guess, you read on the box that you need to replace it? Of course they would say that, then you have to buy more of their product.
The one thing that I'd add is the carbon inside the filter media needs to be replaced every couple of weeks because it will expire and release all the toxins it's collected back into the tank.
Or, just don't use the carbon at all. Depending on your cartridge, you can make a slit in it and dump out the carbon or open the pouch and dump it out.