I have the same paper, and I lost the directions. There is a phone number on the back of the paper 1-800-GO-AVERY that I called. They were helpful and told me what to do. I'll try to tell you what I remember, but please call to make sure.
1. You do not switch the image around, just print it normally.
2. Heat iron for 5 minutes on highest setting.
3. Peel backing from transfer ( I had trouble with this, and actually messed up part of the design)
4. (This is the part that I'm not sure I remember correctly) Place paper over transfer-I don't know what it is called it comes with the paper, and looks kind of like tissue paper but a little thicker- and iron for two (or maybe three) minutes.
5. Wait about two minutes or until transfer is cool to the touch and peel off paper.