I've always found the best way to deal with jet lag is just to stay up until it's a normal time to go to bed in one's current timezone. Depending on where you are going/arriving from this can be quite a long stretch, but it generally gets me set on the local timezone within about two days.
It helps that I'm not very good at sleeping on airplanes unless I've been awake for >30 hours
It also helps to pre-empt it a little. The last few times I've flown long-distance, I've tried to adjust my sleeping a day or two in advance of flying and had very little problems.
It helps that I'm not very good at sleeping on airplanes unless I've been awake for >30 hours