1) Never use bleach. You have to rise it COMPLETELY or risk clorophenol off-flavors in your beer. So your equipment ends up only as clean as your tap water after rinsing, rendering the use pointless (as a sanitizer - see 3). As a cleaner, it is an elephant gun for a mosquito.
2) AFTER equipment has been used, CLEAN it with oxyclean or similar (non-bleach) product. Rinse it. "no-rinse" is for sanitizing, not cleaning (see 3)
3) BEFORE equipment is used, SANITIZE it with a no-rinse sanitizer, such as starsan. again, rinsing a sanitizer gives you equipment only as sanitized as your water. in other words, not sanitized.