LIttle quibble...it's a water heater...if it was already hot, it wouldn't need to be a hot water heater, unless you really got turned on by it's looks!.
Without knowing the brand and model, it's hard to say what it would take to clean the fliter. Is this in the water stream, or is there a combustion air filter? The bigger thing is likely to be de-scaling the heat exchanger. Unless you have very soft water, that will make the biggest difference in efficiency, and the heat exchanger may need to be cleaned (an acid wash with pump) periodically to maintain its efficiency. If the thing wasn't set up to do this when installed (special valves, etc.), then it can be a pain to do.