White batter heads are pretty good. I'm a fan of multi-layer Aquarian Super Kick heads with resonance rings. They sound awesome for rock.
As far as tuning goes - start with no heads on the drum. Put the beater head on, and tighten the lugs in a star pattern by hand, until you can't really turn the lugs anymore. Now, tighten the lugs 1/8 turn at a time, again in a star pattern, very carefully - until the wrinkles in the head disappear. Put your kick pedal on and give it a shot.
You should hear two things: click, when the beater hits the head, and a doum sound as the head resonates. Make sure you get the beater off the head when you kick it.
Once you're satisfied with the beater side, put on the front head, again hand tightening in a star pattern, and then wrenching it 1/8 turn at a time until the wrinkles go away. Now here's where you can get some seriously heavy tones out of a kick drum. If at all possible, get a friend to kick the drum repeatedly as you tighten it. You want to go past where the wrinkles disappear and actually get some tension in the front head. Once it starts to really vibrate and sound good, you're done.
Some guys throw a blanket or a towel in their kick. I put as little as possible in it. I use a small towel; it just sits in the bottom and absorbs a little of the beater noise. I make sure it doesn't touch either head, for maximum resonance.