Our baby is still really new, but we're using Grandma El's (which is nice and thin and smells like strawberries) and Earth Mama Angel Baby butt cream (which I haven't used bc DH has done all the diapes at this diaper station in our house). I got them both because the ingredients are mostly natural and they are cloth diaper safe.
Generally speaking, you only need cream if the skin is starting to become irritated. You don't need it every time. In fact, if you use a thicker paste that sticks to the skin you shouldn't completely wipe it off every time because the act of more vigorously wiping the skin could cause breakdown.