Optimal creatine use is generally what's on the label. Sometimes there are cycles and loading phases. The cycle would be something along the lines of taking it for 4 weeks, stopping it for a week, then starting again (as an example). The loading phase will be something like double the intake for a week then back off to normal levels afterwards.

Loading phases are generally unnecessary as you'll get the same benefit in the long run. However if the label tells you to follow cycles, then its for good reason.

Personally, I just mix the creatine in with the protein shake in the morning and then after the session in the evening (as per the label).