There are a few ways by which you can increase the lifespan of your tape measure. The first is to wipe down the tape after each use with a lint-free, clean cloth. Also, make sure to keep the tape measure away from extreme heat and direct sunlight to prevent it from stretching or expanding.
And most importantly, never let the tape shoot back into its case uncontrolled, as that can damage the end hook, markings, and even the mechanism. It can also cause injury to your eyes and fingers, hurt other people close by, or damage nearby objects.