Many will tell you to inflate to the max but this isn't always the best advice. Only thin racing type tyres need to be really hard. Wider tyres will work better run at lower pressures. A lot depends on the road surfaces you ride on. Very hard tyres plus rough, bumpy roads will give a bone jarring ride (and will have a higher rolling resistance). You weight is also a consideration as the heavier you are, the more likely you will pick up pinch punctures if the tyres are too soft. My advice would be to experiment and see what works best for you. Unless you have very wide or very narrow tyres, I would start at about 65-70 psi (for 28 - 35mm tyres) and see how that works.