When is the best time to put it on?

I have a lot of stretchs on both my hips that are brown and i mean a lot! Ive had it for like 3 years now and havent done anything about it, i mean im fat (5'7" and 164 lbs.) but not that fat. I have palmers cocoa butter formula with vitamin E and i wanted to know how much i should put on, what time of day i should put it on and how often i should put it on? I have stretch marks on my arms, between my armpit and chest and on and around my butt. Also i want to know if i lost most of my fat will my chest look the same because when i feel it, i dont know if its fat becuase its a somewhat hard feeling in it. I got big breast even though im a guy.