Honestly, you don't apply that much so I think a small bottle could last you awhile. I have switched from just using my finger to a q-tip. I prefer using a q-tip, but sometimes it hurts a bit more than just using your finger. Apply it on the fissure itself.
I really recommend it, this is probably my 5th or 6th pain free day in months and I really think it's because of the Manuka Honey. The BMs still hurt pretty badly, but afterwards I'm not in excruciating pain..just a bit sore. An hour or so later, I can't feel anything. :)