Just use as much light as you think looks good. I think a 30W flourescent tube is standard for a 29gal. One or 2 of those will be plenty of light. Another alternative is a single 65W Power compact bulb.
The "live" part of the live rock is the bacteria, specifically the anaerobic bacteria which live deep in the rock. That is what you are buying it for. Some light and good calcium levels will promote coralline (pink/purple) algae growth, but this only makes it look better.