With shampoo? Only once a week.
Hear us out: shampoos can dry out and damage hair when used excessively. They contain sulfates and other chemicals that strip your locks of the natural oils they need to stay healthy, shiny, and soft.
What you can do, however, is use conditioner daily; it contains enough of a cleansing agent that it will get rid of dirt, odours, and most product while leaving the good oils behind.