The device comprises an applicator (2) and a cover (5) configured to be adaptable on the applicator (2), the external face (3) of which is impregnated with conditioning substance for shoes by rolling dispenser means (10) incorporated in the internal face (9) of the cover (5), which includes a reservoir (4) with such substance. The substance dosing is produced on opening the device, the applicator (2) sliding, via some guides (8) arranged on the lateral face (7) of the cover (5), over the dispenser means (10) which apply an optimum quantity of substance to the external face (3) of the applicator (2), with which the footwear is subsequently rubbed to clean it. When used, the device is closed by transversely coupling the applicator (2) inside the cover (5), preferably of plastic with transparent reservoir (4). For convenience, the device can incorporate an ergonomic handle (1) joined to the applicator (2).