Actually it is CellPore. Kent Marine bought out CellPore. I don't care for the stuff. I thought it was a bad move on Kent Marine's part to buy them out and put their name on it when Kent has so many great products.
If you are actually refering to Kent's Nitrate Sponge (not really a sponge, but a house for denitrifying bacteria. I wish they would remove the word "Sponge" from the label and replace it with the word "Media"), then it must cultivate denitrifying bacteria by having slow moving water flow through it. It is effective if you have a lightly stocked tank, and do not overfeed. Otherwise denitration reactors (with the coiled up tubing and bio balls in the center), work under the same stipulations. The best denitration is with refugiums, deep sand beds, plennums, and good ol' water changes.