I'm pale but have used fake tan for years. Exfoliate symmentrically: ie with two hands in scrubby gloves or with a salt scrub. If you try to do your whole body with one hand the result will be uneven. Same with the applying the product on your face, do it as though you're washing with both hands.
I only use products with a guide colour, because it's impossible to get an even coverage with a colourless cream or lotion. Streaks happen where there's missed areas or where the product grabs dry areas like ankles and knees, so moisturise these dry areas and allow the moisturiser to sink in or dry before applying fake tan. If you use a product without a guide colour apply more product than you think and massage it in for far longer than you would a body lotion; this minimises the missed areas (use latex hair dye type gloves). Don't get dressed until you're completely dry, don't go to bed until it's really sinked in because your cheek resting on a fake-tanned arm can transfer a stripe to your face as you sleep. The same can happen with legs touching each other too.
I'm not a huge fan of the gradual ones except to keep a tan topped up. I like a tinted mousse and tend to go for a dark option because it works in one hit. I'm using "Tanned AF" this year but fear this isn't easy to buy in the UK anymore. I dispense on to a tanning mit and paint it on. Once it's dry I put on black leggings and long-sleeved tshirt - if it's close-fitting there are no wrinkles to rub off the product. I sleep in this so I don't stain the bed sheets, then fake tan my face during the day with a lighter product. HTH.