Whatever that stuff is, it's probably pretty much a joke. I work in a pet store, and we sell a couple different products, and every one of us employees think it's a joke. The only one I've ever heard of that actually works as it claims to is Bio-Spira. This stuff is expensive, and comes in a little foil packet that must be refrigerated from the time of manufacturing all the way up until it's used. I personally have used TLC for Freshwater Aquariums, and it seemed like my tank cycled quickly, but it still wasn't that instant cycle, or that 3 day cycle that the TLC claims. It still took me several weeks.
The best thing to do is to go get yourself a couple feeder guppies (two would even be enough) and toss them in the tank. You can also add live plants such as hornwort and java moss which work as great nitrogen sponges. They absorb a ton of wastes, and help keep your water healthier. I hear in fish keeping forums that Seachem's Purigen does amazing things at removing nitrogenous materials as well, but I've never used it myself, so I can't say how effective it is. So do this, and add some filter media or gravel from an already established aquarium. Chances are your LFS uses undergravel filters. Ask them if you can have a handful of gravel. Put this handful in your filter, or scatter it in your tank, and you're introducing bacteria and you don't have to wait as long for a cycle to take place. If I were doing it this way, I'd put the gravel in a piece of pantyhose and toss it in the filter of my tank.
What I actually do for cycling is continually run a sponge filter in one of my tanks. Even though it's completely unnecessary, I leave one running permanently. Then, any time I set up a new tank, I just toss that sponge filter in the new tank, and voila! It's instantly cycled. I get questionable amounts of ammonia for about two or three days, and do water changes for these few days, then after a few days I'm down to like 1ppm ammonia. It works great for me.
