I deadhead, taking stems out down to the ground, and it reflowers really well.
I haven't had self-seeding in the couple of years I've had it, though it's bulked out brilliantly. I read (somewhere?!) that atropurpureum was much politer than the standard species which is a brighter bluey purple and seeds about vigorously.
Posts
https://www.rhs.org.uk/plants/89285/cirsium-rivulare-atropurpureum-/details