The actual seal surface (the lip that rides on the crank) should have a light amount of
oil applied before installation to prevent it from rubbing on a dry suface at start up. The mention above of putting some sealant on the outside of the seal after it is installed is good advice. Apply it to the parting line of the pan/block and seal, wipe it on with your finger after removing all traces of
oil with lacquer thinner or carb/brake cleaner.
Rick