Until it.turns black.. And don't ever forget that there is toxic lead and ground up glass in the media after tumbling fired brass. I really haven't kept track of how often I have changed media, but I'll bet it's probably once a year or so. And I clean thousands of cases every year.
For me I change it out at the end of the season. My season runs from MAR - NOV and each month of the season I clean 300 to 500 rounds. Some this season I finally got brass catchers for my brass my cases are not dirty-dirty (ie. no grass/dirt, etc) but black soot from the gun powder which rubs right off so what I have noticed it my media (75% crushed walnut and 25% corn cob) is not getting as dirty as before.
I still plan on dumping it at the end of the season however.
I change mine when it gets dark and seem to take longer to clean. I don't think there's a set life for it. In my experience it depends a lot on how dirty the brass is you are cleaning.