Monument, when you toe in the pad, the leading edge of the pad (as in the part closest to the front of the bike), and not the top, should be what is touching the rim first when you brake. As far as how much you should toe it in, there is no general rule, although people have lots of tricks to doing it. One suggestion would be to slide a credit card or something of that width behind the tail end of the pad with the leading edge toed-in to touch in the rim and then tighten.