I only use mine under the eye... Gently massaging or patting... Depends on what the cream is used for, and where you can use it. I've seen some that aren't safe for using on the lids before.
I have been told that since the undereye area is so sensitive, that you should use your non-dominant hand's ring finger to gently "pat" the eye cream to your under eye area. I suppose you can use it on your whole eye though.