You wash the gel off as best you can (its non toxic though). I usually separate out or cut mine into three or four segments at the combined root base. Then you can plant into the substrate. If you have any plant weights they're very helpful for holding them down.
I bought the same Staurogyne gel pack from petsmart. I found that if you look carefully some of the pieces were actually tangled together. Just carefully untangle them as best you can. The weird chunks are basically the root base, and youll want to keep them in tact until the plant grows out some, and then you can start taking clippings and replant them.