The answer depends on who you are talking to and how stable you want the system to be. Me, being my paranoid self, will run the most stressful application I can find for at least 24 hours to make sure that it is as stable as it could be. I dislike instability, so I will do whatever I can to prevent this.
For a general gaming and light use system, you could do 45 minutes to a few hours. 10-15 minutes is far too low. It doesn't even get the case up to temperature.