I apply it directly to my face and spread it trying to cover the shaving area. I use enough for it to be visible even after spreading it, but the amount visible is just a thin layer. I leave it there while making my lather (2-3 minutes) and then I apply the lather without washing the cream.
I could use less but I've found that when I apply the lather, the remaining cream helps make the lather slightly more creamier :)