Shoe polish is applied to the shoe using a rag, cloth, or brush. Shoe polish is not a cleaning product, and therefore the footwear should be both clean and dry before application. A vigorous rubbing action to apply the polish evenly on the boot, followed by further buffing with a clean dry cloth or brush, usually provides good results. Another technique, known as spit-polishing or bull polishing, involves gently rubbing polish into the leather with a cloth and a drop of water or spit. This achieves the mirror-like, high-gloss finish sometimes known as a spit shine or bull which is especially valued in military organizations. Despite the term, saliva is less commonly used as the vehicle or diluent with polish than is water. Polishes containing carnauba wax can be used as a protective coating to extend the life and look of a leather shoe.

Shoe polish may be purchased pre-soaked into a hard sponge, which can be used to buff leather without needing to apply any additional polish to either the leather or the sponge. This is usually known as an applicator. A number of companies that manufacture shoe care products also sell a liquid shoe polish in a squeezable plastic bottle, with a small sponge applicator at the end. To decrease its viscosity, bottled polish usually has a very low wax content.

There are many products closely related to shoe polish, but not strictly considered as such. Other chemical products may be used to clean and shine shoes—in particular whiteners for white shoes, and a variety of sprays and aerosols for cleaning and waterproofing suede shoes. A banana peel can also be used to effectively shine shoes, but it is not recommended.

Although shoe polish is primarily intended for leather shoes, some brands specify that they may be used on non-porous materials, such as vinyl. The polish is generally the same colour as the shoes it will be used upon, or it may be neutral, lacking any intrinsic colour.