You need to twitch it so that it comes back to you in a zig zag. You can do short/long twitch, slow/fast rythm and throw in a couple of pauses on the way back. I found it helped when I started using this kind of lure to build the rythm in your head, like tap, tap, tap, tap ,taaaap, tap, tap, tap, tap, stop, .....
Get it zig zagen through the water and you wont go to far wrong remember thou if a fish comes up behind it stop it dead, after this pause give it a little twitch..... and hold on, during the summer I had fish take it at relatively face retrieves creating alot of surface activity on the retrieve,, however when they didnt really seem to be taking it on the surface but your gut feeling is telling you fish are there try a slow retrieve with pauses every now and again, if that doest work go sub-surface and if all else fails x-layer will always winkle one out