30 or 40 hours is very little in the grand scheme of things. If you're regularly/heavily using the amp, you might need new power tubes every 6 months. A more casual user could certainly get 2 years or more out of a set. And of course, preamp tubes will last longer still.
The best time to replace them is either when
-They blow (and don't work any more)
-You can audibly hear that they don't sound as 'good' as they used to.
You don't need to stick to
Mesa brand tubes, but you should note that you
do need to buy tubes that have been screened to have the same operating parameters as Mesa-brand ones (as the amp is fixed bias). Most specialist tube retailers will be able to help you in this regard, they will know exactly what you need if you tell them the amp is a Mesa
Boogie.