I start by wiping off any dirt and dust with a damp cloth, then leave that to dry off. Then I use some coloured leather cream from Jones Boot Makers to nourish the leather, I leave that on until its dried then buff it off with another cloth.
Then I use polish (its Loake stuff that came with my double monks), I apply it with a horsehair brush because its quicker and leave it on overnight so it really soaks in. You don't need to use loads of polish, a light covering is all you need and you only need the one layer. I buff it off with another brush in the morning, it gets a nice shine going but if you want a serious shine you need to use a cloth and a tiny tiny bit of water. just a drop or to on the cloth.
I don't like super shiny shoes.