It looks like mealy bugs. If I were going to keep it, I would wash it down with water, maybe even with a hose or in the shower, then wipe it all or spray it all with alcohol every few days for a few weeks. But I'm sorry to say I haven't found that process all that successful with plants where the leaves wrap around like that, because it's hard to get at the ones down at the base of the leaves. It depends how much you love that plant and how many other plants you have. If you don't love it a lot and if you have other plants you don't want to get these things on, I would remove this one from the scene. Or else, keep at it, and examine the leaves carefully all the time and zap with alcohol any new buggy areas right away.
