Dave is correct on the mix. It all depends on the application. It can be used full strength or just a few ounces to your 2.5 gallon jug of cleaner. For general urine odor problems, I mix 1 bottle with water to make 1 gallon of deodorizer. Using full strength would be very strong and rarely needed. The stronger the odor, the stronger the mix.
To deodorize carpet or upholstery, the product needs to come in contact with all contaminated material. For the product to be truely effective, the material must be dry prior to treatment.