Thanks for your replies guys.
Thanks for the links Casper. Unfortunately for me, I never go below F7.1 so cleaning is required

Turnip pointed out, £100 is extremely pricey for a simple cleaning operation hence through the advice of more 'professional'* photographers, I have purchased some sensor swabs that should do the job. I almost destroyed the sensor this morning by using a glasses cloth on it. I always have to learn things the hard way. I will post a photo of the end result as a lesson to others!
Vortex, you must not suffer this problem too badly?
I have usually been quite careful when changing lens although my bedroom is quite dusty following it's attic conversion in 2007 where A LOT of sanding happened when I installed the wooden roof. Since then there seems to have been an increase in dust despite my best cleaning efforts.
I have read that my lens in particular is a dust pump due to the push and pull zoom method, and another source of dust is the camera mechanism itself as it wears down with time.
* Friends whom have been in the aviation photography hobby for many years, not paid professionals

Heres an equalised image taken my camera without a lens at a high F number (to see the dirt clearly); looks like I'm out of business until I clean it with the swabs on order

