I'd also like to add that despite the name it is not latex-based and it works well on butyl-tubed tires (i.e. Conti) as well as latex.
Sometimes it automagically seals while I ride but more often I have to stop, put the leaky puncture at the bottom and let it sit there for a minute or two, then air it back up and continue. More than a few times I've futzed around with it for a while hoping it would seal before ultimately abandoning it and just replacing the tire. In some of those instances, the tire did eventually seal and I was able to reuse it. Sometimes if I add more sealant when I get home it will seal and then I can reuse it.