Which Cholesterol Number should I watch?

Alright, I was told that I have to lower my cholesterol or else….They told me to lower my levels, and keep an eye out for tons of sugars and fats that build cholesterol. So, when looking at the food labels, are foods that state 0mg freebies? My Fruitee pebbles says 0 cholesterol. Is there a number per food that I should keep my level below if it states cholesterol on it? What number should I keep my sugars and salts under per food label?