Your hair still looks great! The shampoo is a good one, Shea Moisture JBCO Strengthen & Restore Shampoo. The rest of the products, i.e., the conditioner, leave-in and butter are great too.
It all depends on you. If your hair feels dry they give it a rinse and then seal in that moisture. For me one to two times a week is fine (after the first two weeks or so)