Around here, everyone says the best tanning lotion is this Espresso stuff with a built-in bronzer. It smells really good. I am on the fair side, but I do tan moderately, and I start at about 1/2 the total time and go like 2x a week to get a base tan. Where I go the max time is 10 mins and I start at 6 and go up to 8. Basically, you get the hell out as soon as your skin starts to feel hot like its cooking (that is your warning that you are about to burn).
I have been thinking of doing Fantasy Tan instead of regular tanning beds because its so much better for your skin - but its expensive around here! I haven't gone tanning in like 6 months, and I wear spf 30 on my face neck and hands every single day. I am really afraid of looking old and I know tanning speeds up the aging process and the wrinkles. But I have to say it is very relaxing.