I dab on with a small concealer brush, and then tap and blend in with my finger... set with powder. Five minutes after application this will set into one crease that I have under each of my eyes, but I just gently run my finger over it, and it disappears. I don't need to reapply or retouch for the rest of the day.
I don't apply so much as to completely make the dark disappear, I can't cake it on like that. But I do like they way it takes the edge of the darkness away, evens out my skin tone, and just looks natural.