How long you should water your lawn for is dependent upon a few factors. The main factors are grass type and the weather. http://bit.ly/lawnwatering
The general rule is to water your lawn deeply and infrequently. Frequent watering leads to shallow roots. As the weather conditions change so should your watering schedule. Grass needs less water when it is dormant.
You will also want to keep the type of grass and soil you have in mind. Sandy soils will drain faster than soils with a higher clay content and may need to be watered more frequently. For more tips on watering your lawn, click on the link above.