If I'm desperate, I rub them with some piece of clothing that's not much exposed to the air, such as the inside of my t-shirt. Or alternatively, washing my hands carefully with soap and water immediately before rubbing my eyes.
I can't say for sure if those measures helped, but it seems plausible based on my experience.
It takes years to develop that level of attentiveness, but it's oh-so-worth-it. And not just because it lets you avoid the seasonal colds :)
I remember being in Urgent Care and having to wear a mask when SARS broke out and I had a cough that wouldn't go away. People wouldn't come near me. One guy came over, saw that I was wearing a mask and gave me a look as if to say, "Oh hey man, that's cool, I'll just stand here." and kind of side stepped away from me.
In China, the pollution is so bad, people have been wearing masks for so long, seeing them in public isn't a big deal anymore. Here, in the US, you're right, its always been the sick people wear masks, not the healthy ones. I feel it would be incredibly hard to get people to overcome this ingrained idea since its so uncommon to see people out in public with surgical masks on.
You need to wash your hands to supplement a mask. If you believe it's working, the mask is now covered in infectious fomites, and you need to get it off you without infecting yourself.
The good news is coronaviruses are enveloped, and thus relatively susceptible for disinfectants.
There is also /r/China_Flu/ for those that wanta centralized location for news.
I think this is certainly not a great thing but I urge people not to panic. Any time some sort of new disease starts to spread a portion of the population immediately overreacts and starts to get a little nutty "how do I protect myself? What should I buy? Will bleach kill it?! How about OmniCide, Madacide, Opticide?!?!".
Keep in mind that colds and regular flu are going around right now too, if you feel sick it's probably not this virus. Last week my office had a stomach bug, by Friday a few people had bad head/chest colds, this week the stomach bug is all gone and half the office has a head/chest cold and definitely not this virus yet someone on second shift has a hospital mask on (and as far as I know don't have a valid medical reason to remotely justify it).