Time to tidy up! This was my hand before I was even done with the first coat. I didn't mind (though I thought the ring line was rather funny) - but yo...
Step 5: Wipe off
After 5 minutes, take your slightly damp rag and wipe the entire area that you just stained. Still try to work with the grain. A lot will come up on the rag and that is ok, you will build your color in multiple coats.
You will need to let the section dry for a bit (20 or 30 minutes for me) to be able to accurately see what color stage you are at.