With creams in tubs, just pick up a bit with your brush. For creams in tubes, squirt out a little dab right in the brush. Brush should already be holding some water. Now for face lathering, go to your face. Work it around. Re-wet the brush and work it some more. Add some pumping and twisting action and continue until you are happy with the lather. For bowl lathering, basically same thing except you do it in a bowl and then daub the lather on your face. I prefer face lathering. It helps prep the skin and whiskers.
For soaps, similar. Load brush with water, flick off excess. Go to soap, pick some up by swirling the brush around, 2 or 3 dozen strokes. Go to face or bowl and go for it.
Look for the videos on youtube.
Banned for Life from "Over There"... TWICE!