Mike,
You don't need to mask off the area, just brush it on the entire front, and be careful to avoid leaving excess on the surface or you may get dripping.
I put hanger clips on the corners and lay it on a piece of glass at about 45 degrees and brush on the gelatin. Then I make sure there isn't too much on it; spread it out evenly, and then hang the print to dry. The whole process takes about 30 seconds per 7x17 print. When the print starts out dry, it soaks up the gelatin and will become fairly dry again in about 5 minutes.
Once finger-touch dry, I put them on screens to dry and crosslink, generally overnight, but I'm sure they could be coated and printed within a few hours.
Enjoy,
---Michael