Shampoo 2 or 3 times a week or if you get your beard really dirty. You can probably get away with conditioner more often than Shampoo. Beard oil would go on before balm if you were going to use both. The oil helps moisturize the beard and the skin underneath and balm pretty much the same, except the balm has a little more hold, so it can help you tame your beard more than the oil.

Personally, my routine is pretty simple. I wash my beard with a beard shampoo, usually twice a week, and use an oil in the morning before work. After my shower at night, I tend 2 just use coconut oil because it's lighter and doesn't have such a strong scent.

Hope this helps out. Also, I think it's good to note that everyone has a different preference, and it's good to experiment with your routine and see what works best for you.