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You want to shake the Brasso before every use, but the first time is the most important.
Some people recommend using a pencil eraser and just rubbing it hard against the part you want to remove, but in my experience that leaves a permanent scuff mark. Brasso is corrosive, which works out better for what we want.
Before we start, you need to understand that there's a clear sealant layer above the minifig printing. This needs to be destroyed before we can get at that sweet sweet printing underneath. Hence the Brasso. Just getting a dab on the part probably won't have a noticeable effect, but it's a good idea to cover up the parts of printing that you don't want to remove, just in case.
Cut off a strip of tape, and carefully adhere it over the part you want to protect. In this case, since I assume you want to keep the collar, we're putting the tape over the collar printing. Wrap the tape around the back to make sure it stays in place. Make sure there's as much overlap with the parts you want to save, in case some Brasso works its way under the edge.
After shaking the Brasso well, put a dab of it on the end of the swab, and then dab the swab onto the part you want to remove and let it sit there for a few seconds so it can start to break up the clear finish.
After a few seconds, use the swab to start rubbing the Brasso onto the printing, using circular motions. Depending on the exact piece, the clear finish will either come off almost immediately, or it will take several minutes. Usually it comes right off, but I've had a few torsos that had a really, really strong coat of finish that ended up having scuff marks from rubbing so hard. This shouldn't be the case with Pizza Dude.
After that, clean it up, wipe as much of the Brasso off as you can, and rinse until clean. Some people say you should put it in hydrogen peroxide afterward to neutralize any residual Brasso, but that's a personal preference and I never do.
Hope that helps!