First off, you won't find cholesterol in non-animal products. Cholesterol is produced in our bodies, and we get most of what we need this way, you do need to get some from food though.
There are two main types of cholesterol, LDL, and HDL (Low and High Density Lipoprotein). LDL is the bad stuff, all your excess cholesterol gets carried to your cells in this form. HDLs are more protein than fat, they carry some of that extra cholesterol away from the cells, back to the liver.
As far as I know, the only way to keep you HDL level high and your LDL level low is to keep your cholesterol level close to your Daily Value, if you're getting 70% of it, you should be fine. - Edit - Oh yeah, smoking lowers HDL, and excersize raises it.
Interestingly, moderate alcohol consumption can raise your HDL levels. That's why I keep whiskey in my water bottle at the gym.
