In FM 08 I always did, this haven't had him on FM 09, and probs wont unless I manage England in the next few seasons (He's about 28 in my game now)
On FM 08 I did.
Mentality: Fourteen
Creative Freedom: Sixteen
Passing Style: Mixed (Around 10)
Closing Down: Often (Around 17)
Tackling: Easy
Forward Runs: Mixed
Runs with ball: Mixed
Long Shots: Often
Through Balls: Often
Cross Ball: Mixed or Rare
Hold Up Ball: Yes
Free Role: No
These settings on FM 08 (Same settings used for Dean Ashton) got him a goal and an assist every 2 games. People normally exagerate a bit, but that is the facts there. Obviously on FM 09 it'd be differant, but these settings slightly differ from the typical Target Man, as Rooney isn't (Don't use him as Target Man). These settings allowed Rooney to play like Rooney. He had a good mentality between attack and midfielder, which meant he linked up the play. With mixed passing, he had a range of short and long passing with the creative freedom to combine.
Hope it works on FM 09.