"So, how do you use it?"
Each tin contains eight heart-shaped lotion bars. Pick one, rub it between your hands, and apply around cuffs, collars, hairlines, exposed skin - don't forget your ankles. Pop the bar back into the tin for next time.
As for the push-up tubes - push 'em up from the bottom, and apply as above.
Same deal for dogs and cats - rub the lotion where you would typically see a tick. (We keep a tin for the cat, a tin for the dogs, and one for us.)
Use your good sense - apply the lotion liberally, and reapply after 2-4 hours or after swimming, heavy (sweaty) exercise, etc.. And always, always - do a thorough tick-check after spending time outdoors.