Product review (5 stars): Here's how they go in.
Most people have a problem remembering which way they go as they can go both ways.  Well there's a natural curve to them shaped like a cashew nut.  Or the number 9.  Well just put them in the same way they curve around the clutch adapter cup they go into.  Just keep the curvature following the curvature of the part they go into.  Then keep it upside down as you put it back in.

Some people run into the problem that another previous person installed them in backwards.  Just double check.  They're long lasting anyway and if you have your seals in right for the water to stay out then they will last long.  Vaseline is good to use on the seal cup as it won't ruin it.