The lens pen is a brush at one end and like a flat felt tip at the other, which has a little bit of cleaning solution on it (and is refreshed every time you put the cap back on). Jessops do a 2 pack - one small and one large. Very handy indeed.
get some lint free cloths (packs of 50 are cheap - great for glass and camera exteriors) and a blower brush - and maybe a more powerful rocket blower - ( both good for stubbon bits on lenses and cleaning inside the camera - which you shouldnt use anything else for anyway) and thats it.
dont bother with that kit. cotton buds, tweezers and screwdriver are pointless, and not for regular cleaning. and if you're always careful there is no need for any cleaning fluid. ive not used any in 6 years, and have only used the above mentioned to clean my kit (plus sensor swabs)
lens pens are meant to be excellent, they're pen sized (obviously!) and they have a brush one end, and a cleaning bit the other. seem quite a clever design.