I'm not the ultimate expert, but I follow the old maxim of fertilize weakly, weekly. So I use about 1/3 of the recommended amount, and feed one time each week - which can be every watering or every other watering depending on the plant. It's much better to be conservative, otherwise you can burn the roots. I don't know about that fertilizer, never heard of it before. I use Dyna-Gro, plus a time release 13-13-13 that I get at the home store (When I repot).
Good luck with your plants - remember the most common cause of death is too much attention!