A thin film of lubricant is required on all sealing surfaces, as shown in the installation instructions. After compressing the seal, a pile of excessive lubricant will be visible on the seal's split lines. This is a good sign of correct amount of lubricant applied.
On ES modules, the lubricant should be avoided on the tape and the area in the frame where the tape is situated should only be lubricated sparsely.
On BG modules, avoid excess lubricant on the braid. The area inside the frame where the braid is situated should be lubricated sparsely.