They say it's best to sync with the destination. So eat when it is meal time at the destination and sleep when it is sleep time at the destination. This is not always possible of course, nor realistic.

That said, sleeping as much as you can will keep you from becoming a total zombie by the time you get there, and will subjectively shorten the journey for you. My own habit is to sleep as much as I can, especially on long trips from the US to Asia or Australia. And if I can't, that's when I break out the pills. The fact is that when I land, I am refreshed and less punchy, even if the daylight is reversed. I can deal with jetlag once I am settled.