How do I force Mathematica to include user defined functions in Simplify and FullSimplify?

Question

Let's say I have a relation r^2 = x^2 + y^2. Now suppose after a calculation i get a complicated output of x and y, but which could in theory be simplified a lot by using the above relation. How do I tell Mathematica to do that?

I'm referring to situations where replacement rules x^2+y^2 -> r^2 and using Simplify/FullSimplify with Assumptions won't work, e.g. if the output is x/y + y/x = (x^2+y^2)/(xy) = r^2/(xy).

Simplification works really well with built in functions but not with user defined functions! So essentially I would like my functions to be treated like the built in functions!