It probably varies with aircraft type and the brake designs and materials, but I can tell you what works for the DC-8s with steel brakes.
A long application with light pedal pressures will cause VERY hot brakes. We try to delay brake applications until below 100 kts (preferably 80 kts), and then apply them firmly. If possible, get off them completely and then re-apply firmly once again. We have experienced significant cost savings by doing this. (Of course, short, wet or slippery conditions dictate a different technique.)
