I was told many years ago how to apply wax to leather, from a friend of my late father.
His friend had been an officer in the Guards, and i will never forget the mirror like sheen on his shoes.
By what i can remember, you apply very small amounts of polish, with a damp very warm cloth, and then build up the mirror finish.
I always prefer to use a good quality polish than a wax, because using too much wax dry's out the leather, i discovered that on an old pair of Brasher Hillmasters.
The leather lost its suppleness and dried out too quickly with a wax, leading to premature cracking of the leather around the toe area, so a good quality shoe polish i found to be a lot better.
I suppose you can use whatever product you find that works best, but Turtle shoe polish is my favourite.