Less is always more with leather conditioning. For a typical car seat, you need about a dime-sized amount of conditioner per section (roughly 2x2 feet). This might seem like very little, but quality conditioners are concentrated and designed to spread efficiently.
Start with less than you think you need - you can always add more if necessary. Over-application creates sticky, dirt-attracting residue that's worse than not conditioning at all. Apply the conditioner to your applicator pad first, then work it into the leather in thin, even coats.
If you're seeing streaks or the product isn't absorbing after a few minutes, you've used too much. Remember, the goal is to feed the leather, not flood it.