There are two golden rules to ensure you get the most out of your candle.
The first burn
Make sure you melt the wax all the way to the edge of the jar the first time you use it (roughly three hours for a POET candle). Wax has a memory, so you want to get as much coverage as you can in that first burn so it will follow suit the next time you use it.
If you only burn it for a short while and leave a little pool - the wax won't melt past this point again; this is called 'tunnelling'. The wax will only melt within the pool you've created and burrow it's way down to the bottom leaving a whole lot of glorious coconut wax wasted. POET candles will give you 70 hours of burn-time if you follow this rule.
So, don't burn the candle until you've got a good few (three) hours to let the wax melt to the edge.
Trim the wick - every time
The second important thing to do is trim the wick. The wick should always be no longer than 1cm in length. Trimmed wicks give you a cleaner, brighter burn. Untrimmed wicks can 'mushroom' (taking on a weird mushroom shape) that obscures the flame. Leaving a long wick will also cause smoky stains (even with a natural candle) on the glass.
So with these simple rules in mind, you should be able to enjoy your POET candle for a good long while.
Please also read my safety instructions on the base of each candle jar.