Companies tell you to cycle it because it makes it sound like a steroid and makes the product seem more hardcore.
There is a lot of misinformation out there when it comes to creatine supplementation. There is no need to load or cycle creatine. Supplement with 5-10g per day. When you take the creatine doesn't matter but ideally you would supplement with creatine pre and post workout, as your body is most inclined to absorb nutrients at this time. Supplementing with creatine post workout will also help replenish depleted creatine phosphate stores from your workout.
Supplemental creatine is nothing more then the amino acids glycine, arginine, and methionine synthesized together. It is not a hormone and does not require a PCT (post cycle therapy).