first thing, you need to consider sealing them. This will almost make the floors maintenance free except for that dusting.
To care for un sealed floors, you will need to oil them. There is a floor oil that is moped on and it will add richness and cover all scratches.
I used to work for JCPenney through college and that downtown store had hardwood flooring. Every saturday night after closing we had to oil the floors down. this covered all blems, dings, and scratches.