first use a brush, then a number of things will work, oxiclean, vinegar, even dawn as long as its rinsed well but you need the brush to scrub the inner walls, you can buy one at your local home brew shop
I buy 10 cent packets of lemon Kool-Aid to clean hard-water stains. The inside of my dishwasher, kitchen sink, faucets, etc. The packets are about the right size for every single use project I've come across and the lemon scent is a nice "smells clean" touch.
Yes, powder. I have the Now brand citric acid. I get it from a natural foods store locally. I don't think GNC stocks it.
Barkeepers Friend is oxalic acid and will probably clean it off. Get the powdered version from Home Depot or similar. I use it to clean my glasstop stove.
Home depot (and pool stores) also carries muriatic acid in the pool dept. Be careful with that stuff, but it certainly will clean it. I've used it to clean painted labels off bottles. Have some fresh water nearby to rinse if you get any on yourself.