The dynamics of matter waves in linear and nonlinear optical lattices subject to a spatially uniform linear force is studied both analytically and numerically. It is shown that by properly designing the spatial dependence of the scattering length it is possible to induce long-living Bloch oscillations of gap-soliton matter waves in optical lattices. This occurs when the effective nonlinearity and the effective mass of the soliton have opposite signs for all values of the crystal momentum in the Brillouin zone. The results apply to all systems modeled by the periodic nonlinear Schrödinger equation, including propagation of light in photonic and photorefractive crystals with tilted band structures.