TXMike,
If you need some help with Spanish swearing, I think I could come up with a list of the biggies to flag for...
In all seriousness, if it is directed at the player's teammates or himself, then I warn and try some preventive officating first. If it is directed at the other team, I warn for minor offenses and flag for the biggies. If it happens again, or it is really blatent, they get a ticket to watch the rest of the game. It is really on a case by case, situation by situation decision. The tone of the game, timing, ancellary activity, etc. will all come into play on how I deal with it.