How to apply Cream Polish:

Clean the shoe using a Cleaners, making sure all dirt, dust and mud has been removed

With a Cloth or Dauber Brush, apply a SMALL amount of shoe cream to a inconspicuous area of the shoe to make sure the colour is a good match

Once happy with the colour - In small, circular motions apply the shoe cream - being mindful to not over apply. 
Leave to dry before applying another coat
If needed, reapply another layer of the cream until you are satisfied with the coverage