As far as I understand, for a beam element restrained against twist (particularly the tension flange) at the fixed end, Lb = L and Cb = 1.0 is appropriate. As far as I understand, it's beneficial to restrain the section against twist at the free end (especially for large tip loads or moments), but not necessarily required.
The odd cases come up when the restraint at the support is less than idealized, and/or when load is applied other than at the shear center. See the thread Jandra11 linked above (and/or the SSRC -- in the 6th ed, 5.2.4 and 5.2.9) for some discussion of that.
(Different authors and codes adjust for these factor using Cb, effective length factors K*Lb, or just computing a critical moment Mcr directly -- everyone is doing the same thing, in different ways).
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The name is a long story -- just call me Lo.