You need the Partition Wizard bootable CD, choose Wipe Disk and apply as many sets of zeroes as you can stand - each set will take about an hour on average size HD.
You can do the same thing by booting your Windows 7 DVD Repair console or Repair CD, clicking through to Recovery Tools list to open a Command Line, type:
DISKPART
LIST DISK
SELECT DISK # (for Windows 7 disk)
clean all (applies one set of zeroes, takes awhile - to do it quicker remove "all")
create partition primary
select partition 1
assign letter=c:
active
format
exit
You are now ready to Custom clean install without needing to format first.