Rub it out all the way. Flakes were never intended to be smoked without rubbing them out.
Apologies if already mentioned; how far one rubs out a flake depends very much on the density of the flake in my experience.
Really dense flakes I "rub it out all the way".
Less dense flakes I loosely separate the strands, twist to loosen it up a bit, then roll up [not too tight] and load. Loose bits on top for 'kindling' to get it started.
Keep in mind
@TheFall that the denser the flake, the more moisture it tends to hold. Once jarred for a little while, some flakes don't need much drying.
Flakes like Orlik Golden Sliced for example, I pretty much rub out straight from the tin.
Others though, definitely need to be dried. Rub out on a paper towel and leave it until just right. [Rub out and dry several bowls worth and tin the rest for later]
Having said all of that; as a newbie just starting off with flakes, I do agree with those who say "dry more than you might deem necessary".
Once you start getting the hang of it then you wont need to dry as much.
A little moisture can be a good thing re; more flavour than 'too dry'.
Cube cut works best for me when I separate the strands by twisting it before cutting.