Applying saddle dressing / shoe treatments

I've been reading on SF about the different treaments and polishes used on leather goods, specifically shoes. I've learnt the basics about what to use and when, but none of the threads I've seen so far mention how to apply the wax/polish/dressings. I'll be trying some Saddle Dressing on my R.M. Williams yearling leather and my question is... how do I apply it? Brush or cloth, and what sort?

Thanks