I only did it 30 - 40 times the first day because it was how often my lips would dry out. By the end of the first week I only had to do it 15 - 20 times a day. I'm not sure if there's some magic number to how often you should do it. It probably varies by individuals depending on the condition of their EC/AC, which is why I'm interested in people trying this method and posting results. Good or bad. In my case, both my angular cheilitis and exfolitative cheilitis were gone in a month and I only had to lick my lips and apply cocoa butter a couple times a day by that point.
Also, during the month I began picking flakes of dead skin off my lips if it was very obvious that they were falling off - I didn't the tear the skin off(!), just gently pulled the dead skin out. Only do this if it's obvious that the skin is about to fall, though.