I recently bought a new reactor, and in my research, the M3 crew advocated dumping all the media and replacing it after about 3-4 inches have dissolved fromt he reactor. I supposed this is a good idea as the media can remain in there for a while, and possibly build up organics, etc.
Cheaper would be to just top off, but since you might only chance media one a year, it is not all that expensive to chance all the media.
HTH...
Peter