When I fly into chicago midway, doing quick turns in a 737, I will almost always go to the end of the runway using minimum braking. I want the brakes to be cool for the next takeoff in case of reject.
OF course if you are going to go off the end, you use everything to stop, even if you must delay takeoff for brake cooling.
Minimize wear and tear on the plane, within safety limits. Smoking brakes mean you did it wrong.