When I installed my 212 Evo, I spread a vertical line on the CPU and spread it over the top of the CPU using a plastic card. Installing the fan can be fiddly to say the least - have patience! If you lose contact when trying to screw down the seemingly useless screws, it's not something to worry about. I believe the paste is gel based, and this allows for better thermal contact. Once installed, it is a monster.
It will cool an overclocked 3570K or Xeon E3-1230v2 very easily - but I just can't decide at the moment!