I think there is no specific time for bluffing, each player decides for himself, it depends not only on the hand, which cards fell out and the size of the pot, but also depends on the psychological state of the player, this is probably even more so.
I myself very rarely bluff, but successfully )), I have the image of a tight player at the tables, with such an image it is easy to bluff from time to time )).
If you sit down at a new table and nobody knows you, it's worth it to make some small bluffs that don't damage the BR. Say some connectors hit on the flop.
You proceed to make a medium bet, show confidence. The other players will pick up that you are not a passive player, they will back-down, most likely, in the future.
For a small investment, you have gained the table image as an aggressive player.
If you have little experience in the game and you do not know how to bluff, then it is better not to bluff at all !!! With time, when you have more experience, you yourself will understand against whom and in what situations you can bluff !!!
If all your thinking about here is a time to bluff then I would suggest a time I have found sometimes works. When I am in a tournament where the blinds are starting to be a factor I find that a bluff will sometimes work in the hand that follows a blind increase. The players just finished playing a level with, say, blinds at 100, 200. The jump raises the blinds to 200, 400. Raising preflop here looks like a big bet even though it may only be, say, 2.5 BBs. I often get fold from the table in this spot.
Bluffing simply is one of the tools in your arsenal. In fact any sort of tactic which has worked against you should be considered as an addition to your bag of tricks.
Timing is important. If people are raising and being re-raised, that is not an ideal time to do so.
The specific opponent(s) you are trying to bluff is very important. It can be dangerous bluffing fish. They often cannot be bluffed off top pair. Call-stations often cannot be bluffed (exceptions apply). LAGs are dangerous too.
The story needs to make sense. Obvious straights, flushes, when a pair hits the board (ie representing trips) and other such stories *may* be appropriate.
Bluffing where the story simply does not add up is dangerous and should be avoided.
I like to bluff Nits and TAGs as they are most likely to fold with nothing stronger than a pair. If I see a player who routinely folds after a flop bet. I might even 3Bet-shove someone who I've seen bluffing a lot.
If a table approaching the bubble noticeably tightens up, that can be a great time to start bluffing (pre-flop).