There are also companies that repair aluminum wheels. They can repair scrapes, bends, even some cracks! If you don't want to suffer that expense, I have seen some pretty good jobs done repairing wheels with body filler and paint. Obviously only do that for cosmetic problems, not anything structural.
you can clean the metal and clearcoat it (just use enamel clear coat, even your nail polish clear will work) or have it repaired at a wheel repair shop.
im not sure where you'd go in canada but in the US there are many wheel repair shops that can match factory paint.