Use it every ride by hitting the edges of the chamois with cream, where the chamois stitching contacts the skin. In addition, I run a "finger tip" of cream along the area where each leg meets the pelvic area as this area for me tends to rub, skin on skin. Not to get too graphic, but where the V is in this depiction -> (V) as viewed from the front. I guess I don't use it where the sit bones hit the saddle, as others have mentioned. Currently using Enzo's Button Hole and it has some metholatum like cooling properties as well lubricating and softening the offending areas. Not sure it's necessary for me to use a cream during every ride, but during a ride, when you come to the conclusion you need it, its probably too late and you will suffer some sort of irritation on following rides, until healed. YMMV.