What are Cleats and How to Get
Cleats are a currency in Umamusume used to purchase a wide variety of items such as SR+ Guaranteed Tickets, Trainee Tickets, and Support Card Scout Tickets. This currency can only be obtained by converting extra copies of Support Cards in Storage
What Cards Should I Convert

Any extra SR and R cards you have at MLB should be converted to obtain Cleats. You can also convert extra copies of cards you do not have at MLB, although this is usually best reserved for Support Cards that will not be used often.
Should I Convert SSR Cards

This is a more nuanced topic and largely depends on what cards are available in your roster. For example, with cards such as Air Shakur (Wit), you can safely burn any extra copies. There is also an argument for burning SSR cards such as Winning Ticket (Power) or event Support Cards that provide little value.
Keep in mind that Support Cards provide a minor boost to your score in Team Trials. If you value this score boost, you may choose to save extra copies of SSR Support Cards instead.
Recommended Shop Items

Keep in mind that items you will want to prioritize will depend on your current Support Card Roster.
SR+ Guaranteed Tickets

SR+ Guaranteed Tickets provide the most value, as they offer a chance to obtain a random SR or SSR Support Card. This is important since most cards require multiple copies to reach their full potential or even become usable.
Keep in mind that if you already have a strong roster of Support Cards, SR+ Guaranteed Tickets lose quite a bit of value, and it is better to take Scout Tickets instead.
Trainee and Support Card Scout Tickets

As mentioned previously, if you already have a strong roster of Support Cards, prioritize buying all Scout Tickets. These provide you with extra pulls to offset the low Carat income.
Everything Else
Never buy these, Cleats can be difficult to obtain. Buying items that you can obtain naturally by playing through a career is a waste of resources.