From sohba of Mawlana Shaykh Hisham: "Yaa Sayyidina `Ali (r)! We read it three times, as you said, “Anyone who reads it three times daily and a hundred times on Jumu`ah, it is as if he recited the salawat of all of Creation!” It is like a treasure chest full of gold coins! When you open the box of salawat, it opens the salawat of all Creation as if you read every one and then the Prophet (s) will take you by the hand to Paradise! [...] Read this 3 times everyday."
For the entire sohba go to: Love of Prophet (s) is with Awliyaullah