How Do I reset the Service light on 06 Avensis d4d?

I am doing the basic service stuff myself at home, but I cant get rid of the service warning message on the dash/clocks every time I start the car (and sometimes the message stays on while I drive), this is driving me up the walls!!
other than pay a Toyota Apprentice a grossly vulgar some of money just to look at it and still be none the wiser, is there a way to get rid of this? some magic code or ritual that toyota like to proform?
any info would be appreciated.

The Happy Cabbie