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Some people apply a base slather of mustard and then just sprinkle to apply the rub. Something happens with the mustard as it cooks, and you can't taste it in the final product. I don't usually use mustard, however.
One thing that I have found is that if you use some gloves (nitrile or latex exam gloves), less of it sticks to those and you end up with more on the meat.
I just sprinkle on the meat.... pat it a little while it's still not wet then I flip the meat over and do the other side. Then flip it back again, the side that was down is usually all soaked in by now. I do all this on a big sheet of butcher paper that I now just wrap the meat up in and head to the smoker.... I end up with very little on my hands.
I guess I just like to get messy I don't use any gloves. Maybe thats why I had to build me a kitchen outside where it can be hosed off. I like to just pour rub on the meat pretty librally and just simplely rub it in and yes I do get alot on my hands, floor, table but I do seem to get some on the meat as well. After all they do stay up nights making that stuff.
I finally found some gloves large enough to fit my hands (Rexall drug) and they are great, especially handling Jalapeno peppers and bacon. The butcher paper is a great tool also.
I get my meat good and dry and give it a coating of olive oil, after that I wash my hand with the oil off and make sure to fully dry my hands, then sprinkle on the rub with my right hand and after a good coating I press is in with my left, works great for me.