Zeolite is a filter media that is similar to
activated carbon, but is white, and absorbs nitrogen.
It needs to be changed frequently, and has the potential of making your tank "addicted" to it (if it absorbs all of the
ammonia, and you then remove it from the tank, your nitrifying colonies will atrophy and die). I keep the stuff around for emergencies (I recently had a filter give out on me and put a cartridge of zeolite in the aquarium to keep ammonia levels down until I could get a new filter), but I don't use it to remove
nitrate from my aquariums.
If used properly, and if a person is willing to pay money every week for something like this, it can be a useful tool, but I prefer more natural methods combined with water changes.