For me, I try to get as much sleep as possible whether I'll land at my destination at 7am (as I do when I fly to SYD) or 7pm (as I do when I fly to HKG) - reason for this being that the flight is exhausting as is, so if I land at 7pm I'm going to have no trouble falling back asleep in a few hours anyway. On the other hand, if it's a 7am arrival, at least I'll have gotten some sleep (but I know I'll need a few caffeine hits haha). So basically the way I've experienced it, you can't go wrong getting as much sleep as possible

My only other advice, which is my pre-long haul ritual (perhaps more female oriented hehe), is to stop by duty free on your way out and smear up your face with the most hydrating serum followed by the thickest night cream - the nice stuff, of course :P Massively helps with not feeling like leather when you land. And LOTS of water throughout the flight!