What's the best way to safely clean your ears?

Hello,

I feel a bit embarrassed asking this, but I really need some help. I've always thought cleaning my ears was just a matter of gently wiping with a cotton swab, but recently, my ears feel itchy and even a bit painful after cleaning.

Does anyone have any safe ear cleaning tips to avoid pain or discomfort? I really want to figure out the right way to do it.

Thanks.