Right, thanks to Kev's PM I proved the fans work if you bridge the contacts on the switch, so the only thing stopping them turning on is the switch itself not seeing hot enough water - probably due to an insulating layer of gunk

Ran it up to temperature again last night (takes a long time to get it to the point that the fans should come on, actually - it rockets to the stat opening point and then needs a lot of provoking to get higher, which must be a good sign), drained it, refilled it and added another dishwasher tablet. What comes out now is more or less .. well, cloudy water. More flushing needed then.
Just to check, the correct procedure for bleeding the system is;
With the engine off, fill the header tank until no more will go in
Run the engine with the cap off and heater matrix open (heater on Hi), topping up as required
As it gets up to temp the coolant starts to overflow and puke lots of big bubbles out - I presume that's the point you stick the cap back on and massage the hoses?
These new fangled self bleeding cars .. my last one(s) just had bleed nipples to open
