He's being hyperbolic with one-per-book, but avoiding cliches is a core tenet of quality writing. Interrogate your rationalizations, I advise my students, and the people angry at Franzen for this clip are rationalizing themselves into not having to do the work of avoiding cliches
"You get at most one cliché per book."
Jonathan Franzen doesn't finish most books people send him. He reads until the second cliché, then stops.
"People send me a galley of a book that's coming out. I read along until I get to the second cliché, and I say, thank you."
"They tell me this is not an attentive writer. Aren't you aware that that's a cliché? Didn't it occur to you to stop and take 20 minutes to find a better phrasing than that?"
"You can also have borrowed feelings, borrowed ideas, borrowed situations. Sentiment can be clichéd, or unearned."