To best way to track the frequency of when the clean-up is happening (in your environment) is to log output and examine the log file output after a certain period of time.
Generally - "%r" implies all the WAL archives before the last restart point ( In-short - WAL archives not needed for recovery) will be delete by pg_archivecleanup. Example : If i am recovering from an online backup, then %r picks up information regarding the oldest WAL archive file needed/kept from the "backup label" and deletes all the archive files prior to that.
To better understand at what frequency the files are getting deleted, please log the output as mentioned above.