Natural stone is beautiful because it's natural, and that's also why it needs different care from ceramic tile. Marble, travertine, and limestone are calcium-based, which means acids react with them and leave dull, rough spots called etching.
The most common culprits are vinegar, lemon-based cleaners, bathroom sprays with acid for soap scum, and many all-purpose cleaners. They might look fine for a week, then you notice a cloudy patch that won't wipe off. That's the stone surface itself being dissolved.
For day-to-day cleaning, use warm water and a pH-neutral stone cleaner with a soft mop or microfiber cloth. Wipe up coffee, wine, juice, and oils quickly, since porous stone absorbs them and can stain.
Every year or two, a professional deep clean removes the soil that builds up in the pores and texture, and a fresh coat of penetrating sealer helps the stone resist stains. If your stone is already etched, a cleaning won't fix it, but it will tell you whether honing or polishing is the next step.