Seems that advice is every bit as varied as each individual's taste or preference. It all makes sense as some like a heavy smoke flavor (me & most of my family/friends) and others like only a gentle hint of smokiness.
Add other variables such as different types of cheese, smoke color & density, wood/pellet species, etcetera - and the results can be even more varied from one person to the next.
The advice rendered on this forum is all good, and I'm grateful - but there's one bit of advice that I find most meaningful.
I whole-heartedly agree with Mr T where he said to experiment and find what "you" like (and keep good notes).
I must also say that my own perception has changed some since my first cheese smoke. I had been eating store-bought "smoked" gouda. Then I tried to compare that to a "fresh out of the smoker" sampling from my first smoke.
The initial taste of a sampling immediately after smoking does not leave me with the same "ashy or ashtray" impression now as it did eight months ago. In fact, I like the flavor immediately following a smoke - though I know it will only transform into something quite remarkable as it ages a bit more.
I do use a mailbox mod with 10-feet of duct and SS scrubbies (thanks for that tip John), so I've never experienced any of the bitterness or numbing as described by some who place the smoke source directly in the product chamber. My method hardly ever even changes the color of the cheese.
Generally, I find that the stronger the cheese - the more smoke I'll attempt to hit it with. I've become especially fond of extra sharp cheddar - and I've gradually increased my smoke times to 8 hrs with very good success so far.
I also find that I prefer to increase the aging/resting period following longer smokes. Shorter smokes (2-4 hours) of XS cheddar can be very good after 2-4 weeks stored at about 50-deg F, while I like results I'm getting after aging the longer smokes (6-8 hous) for more like 4-8 weeks.
I use 100% hickory pellets. I have tried apple/maple blend pellets, and they do produce a milder smoke flavor. I even went to the trouble of processing them down to fine dust and even powder. I may still use this for some special smokes, but I find that with good smoke management - I like the flavor of just these hickory pellets in the
AMNPS.
The above describes my journey through a process. I have picked a place to start and established a baseline for reference. Then I changed a variable here or there and noted the results. I continue this process of experimenting and recording the results, being careful to avoid changing multiple things for a given smoke session so the cause and effect relationship remains clear. The process continues - perhaps I will even begin aging some cheese before smoking. One thing is clear - it's going to take some time...
As I said, I like a heavier smoke flavor - though you've indicated you may prefer something milder. There are some things you can try such as very short smoke times, milder wood/pellet species, or maybe even a smoking gun-type device.
My point here is this - experiment to find out what "you" like, and then tweak things from there if needed.
Hope this helps-
John