I buy 100watt infrared bulbs and run them on rheostats. Flukers makes nice ones with rheostats built in. Although I have seen them fail and when they do, they fail wide open. I recommend a thermostat just in case. Thermostat is also nice to keep things a constant temp if the ambient temp of the room fluctuates as mine does.
Also I've found that its better for humidity, if the lights stay on at a lower intensity for longer durations than on/off frequently with high intensity.