First, make sure to test some wax in an inconspicuous area. Application is simple, rub the bar in long even strokes with constant pressure. The faster your rub, the warmer the jacket becomes, softening the wax and making it easier to apply to the jacket. Use the corners and edges of the bar to get into crevices or up close to rivets and leather.
Fingers are your friend, use them to work wax deep into the fibers. Then, use the blow dryer to slowly and evenly reheat the canvas. Using your hands, work the wax into the canvas again, helping it to penetrate the fabric.