I've been using it since 2013. The black substance is in the Lid. You're supposed to hold it with the lid pointing up and then turn the lid a little to transfer new black stuff to the pad. It doesn't seem to leave any residue on the lens. I clean the lens with the retractable brush, first.
I haven't noticed any ill effects, though I admit that I'm not using it all that much. I bought it for my digital equipment before I did any film and had any analog equipment. The coating of the digi lenses is state of the art, obviously. I guess I'm simply anot using it often enough to see if it would leave cleaning marks on older lenses.
My sister in law works at the HQ of Hama, the company that came up with it.