If you're lucky, the warranty that came with your furniture will cover the cost of cleaning. Check the warranty paperwork that came with your furniture, and if the wording is unclear, call the company that issued the warranty. Then, ask any furniture cleaning companies near you that you're considering working with whether or not they will perform their services under the conditions of the warranty.
You'll be able to tell if upholstery cleaners are reputable by the tools they use. If a company tries to tout the benefits of cleaning entire rooms with a single portable steam cleaner, work with someone else. Do the same if they think that a truck-mounted steam cleaner is right for a couch.
Never start working with a furniture cleaning company without knowing anything about them. When you ask for an estimate, also ask for referral contact information for a couple of customers they've pleased in the past. Ask these prior customers about the benefits and the detractors of working with the company, and then compare these testimonials with the local online reviews.
If that wine stain on your couch won't come out no matter how many cleaning products you use, it might be time to work with professional furniture cleaners.