Magnetic clouds are the interplanetary manifestation of coronal mass ejections, which are transient expulsions of major quantities of magnetized plasma, from the Sun toward the heliosphere. The magnetic flux and helicity are two key physical magnitudes to track solar structures from the photosphere-corona to the interplanetary medium. To determine the content of flux and helicity in magnetic clouds, we have to know their 3D structure. However, since spacecrafts register data along a unique direction, several aspects of their global configuration cannot be observed. We present a method to estimate the magnetic flux and the magnetic helicity per unit length in magnetic clouds, directly from in situ magnetic observations, assuming only a cylin...