The cable itself needs the lube, and you have to work it into the internal strands. You will get some on the ends, but it's not needed there.
There should be a small packet of lube with the cable. It needs to be the graphite cable lube, which doesn't get hard in the winter. You can get by with lithium grease in Texas, but not in Kansas. And you're a bit farther north, I see.
