Most dog shampoo brands offer a puppy-friendly version of their product. It is important not to use products meant for humans or dish soap because these products can dry out and irritate a dog's skin. While puppies do not require baths very often, it is a good idea to get your puppy used to the sensations a bath creates. A dog that is easy to bathe makes your life easier in the long run. In general (unless your dog gets especially dirty and gross) dogs should only need baths around every 6-8 weeks. It is important not to bathe a dog too often as that runs the risk of drying out the animal's skin. Cologne meant for dogs and finishing spray can be used after baths or in between to freshen your pup's scent.
An inclusive checklist for bringing home a new puppy (straight from the mouth of a dog bather, vet tech student, and dog lover all in one). I linked many informational articles as to why you need these things, and what considerations you should make when choosing your new puppy supplies.