When the tip of a stem has finished blooming, deadheading will stimulate the individual stem to branch out and rebloom on all roses. Whether in a cluster such as floribundas and shrub roses or singly-born hybrid teas, cut off the last remnants of the flowers down to the next set of five leaflets.  The cut should be ¼” above that bud and at a slight angle away from the leaf.  Like fertilizing, all deadheading should be done by August.  By letting the rose form some seed pods, it lets the plant know it is time to start prepping for winter.  On some varieties, the red rose hips that ripen in autumn are somewhat ornamental and provide food for birds.