To answer your first question i'd say look in your local yellow pages and choose a name completely different to your competition. Something beginning with A gets you near the top which is always good too!
Do not charge by the hour no matter how much a customer begs for an hourly rate. I don't know any cleaners who do that and make profit. If I told my customers the real hourly rate they would run a mile. You have to calculate all your over heads, equipment, materials, wages, consumables tax NI and of course your own time.
Giving customers a price guide may help but always go see the job for yourself before giving a quote. Best of luck.