I got the same type of paste with my cooler, it's really NOT creamy. Very thick kinda paste. I found the best way to apply it was with a very small, semi-stiff paintbrush.
It's VERY easy to put too much, with this type of paste you only need enough so it's juuuust covering the top, thin enough so that you can almost see through it, in fact if you stare really hard you can.
You get the idea.
I also bought some TX-2, much easier to apply but I find the NT-H1 drops an extra degree under full load in comparison. Not much, but hey if you need it it's there.