10ppm is bare minimum recommended by white labs or wyeast. The ideal amount depends on gravity, lager or ale, and the requirements of the yeast strain. I don't know of a general ideal amount. The yeast will generally use what's available so I wouldn't worry about over oxygenation in the wort. So 15-20 ppm im sure would work great and is ideal in a lot of situations. But if you shoot for 10 everytime you will do ok until you learn more about it.
But I try not to worry to much on ppm as it's not easy to get an accurate answer on a homebrew scale. Oxygen is less soluble in higher gravity wort, temperature when adding oxygen, amount of o2 added, size of stone all make a difference in how much is dissolved.
Like I said earlier I worry about it a lot on beers over 1.060. But anything under I shoot for the typical 8-10 ppm. I used to worry more but I never noticed a difference on the smaller beers. Some I splashed and some a dissolved pure 02 in. I didn't notice a difference in any of them. I'm not saying its not important, just that you can achieve good results with these beers without going to 15+ ppm.
Edit: Also the highest you can get without pure o2 is 10% and with pure o2 you can achieve up to 26%.