To the extent it is possible, sleep as close to the time zone of where you are going while on the flight. Going USA-TLV in the evening, for instance, I sleep as close to the beginning of the flight as meal service and my body will allow. The flight that lands in the early AM is just death - anything late morning to evening is fine to arrive. Upon arrival, my rule is no sleep before 9pm or after 8am of the new time zone until fully adjusted. Usually takes me 2-3 days max.