Keep styling products off the lace and apply them to the hair instead.
Brushing
Brush from the ends up, using a wide-tooth comb or a soft brush.
Between wears
Store the wig on a stand, away from direct sunlight and heat, and take it off before you sleep.
The Journal
Further reading
Care
How to wash and detangle a human hair wig
Gentle washing, detangling and drying steps for a lace wig.