In case you still havent tackled the rust yet I recently scrubbed all the rust off my boat, some of it from the cleats also.
I used Barkeepers friend that I picked up at Wal Mart, but they sell it at grocery stores and Lowes also. It was about $2 a can.
Its a powder kind of like comet. I found that if I wet the area, sprinkle some on, let sit for a minute, then use a medium stiffness brush it comes right off.