HEK 293 cells are already immortalized. They are immortalized with Adenoviral genes. Further T antigen transduction in 293T is mainly helping in expression and maintenance of SV40 origin containing plasmids.
You can keep them going until they no longer work for your assay. I usually thaw a fresh vial after 20-25 passages. I know it is time when the luciferase assays start getting weird.