FOR COOLING:
Place Dry Ice in bottom of the cooler, cover with gel packs or insulating material, then place the goods on the top.
FOR FREEZING:
Place Dry Ice on the bottom and on top of goods to be frozen with some wadded newspaper in between.
In any case, do not allow direct contact of goods with Dry Ice.
Fill any empty space with crumpled newspaper or Styrofoam peanuts to minimize the Dry Ice to sublimate.