Since non traditional(.com, net, org, us, edu) TLDs(top level domains) have been around for a little while now, the public has somewhat gotten use to them, but the majority don't even know they exist. However the challenge comes in the promotion of your domain whether online or in print to get your clients use to the non traditional domain extension. You can certainly create a brand around a .cleaning extension but just be sure you're consistent and come up with something creative to ensure those you're marketing to remember it. Dot com has been drilled into our heads for a long time and it's something that is going to take some time to getting use to.
From my realm of things there isn't an advantage to one or the other, but as mentioned there is a disadvantage to the psychological aspect of it.