I predominantly bowl-lather creams, though I should point out that I haven't used that particular one.. Half-squeeze the brush after you've soaked it, and start workig the cream in your cup/bowl of choice. If it's a tub cream, you can go one of three ways:
1. Swirl brush on cream, then transfer brush to bowl and start lathering.
2. Dig a little fingernail-sized dollop of cream out of the tub, place deep inside of centre of the knot, then work brush i bowl.
3. Put blob of cream in the bowl and work it from there.
If it's a tube of cream, you can either squeeze some into the bowl or the centre of the brush knot and work it in the bowl.
Whichever way you choose to go, add water a few drops at a time from the palm of your hand and work the lather until it is smooth, with no large bubbles visible, and glossy or opalescent. To check that it's the right consistency, take some between thumb and forefinger - it should feel cushioning and slippery. If you lift your brush quickly from the bowl, there should be a peak of lather on the brush that will wobble slightly if the brush is shaken. If the peak is short and stiff, the lather needs more agitation and 3-4 drops more water. If the peak collapses and runs around, the lather is too wet.
Of course, you can face-lather creams just as easily. Either swirl the rush in the tub/squeeze some cream into the knot from the tube and start working on your face, or put some blobs on your face and introduce the brush.