tube rolling first-timer

So I bought some NOS tubes to try in my preamp. It is my first piece of tubed equipment, and this is my first time switching out the tubes for something different. The pre is a Nagra PL-L. It comes with some Sovtek tubes. The tube complement is two 12AX7's and one 12AT7.

So, I've done a fair amount of reading about different tubes, and decided to start with some Telefunkens. I found a good deal on a matched pair of Telefunken smooth plate 12AX7's and a Telefunken 12AT7.

Here are my questions:

(1) when you are first learning about tube characteristics and your preferences in your system, is it best to stick with all one kind of tube and swap them all out, or should I first switch out the AX7's (leaving in the Sovtek AT7)... I'm just curious if people think there is a "right" way to go about it.

(2) Does one generally switch to all of the same brand tube, or do people tend to mix and match brands to their preference? Of course I recognize you need to use the same brand (and closely matched) tubes for the L/R channels, so I would stick with the same brand for the AX7's.

(3) Do folks have particular preferences or combinations of tubes that they have like for the Nagra PL-L and would recommend?

Thanks for your advice and recommendations.