simple things first, You can apply shaders to objects - by drag'n'drop them from the to the object in the viewport - in the objectlevel. every object has a material tab, browse the the shader You want to apply - in SOP level with the materialSOP
before You can apply a shader it has to be in the scene, the material palette has some presets, but You have to drag them into the scene to use them.
shader writing is a complex. first you can use the presets that come with houdini. You get to the next level when You dive into one of this. Now You at the VOP level, where you can use nodes to define Your surface and displacement. One level deeper is VEX code, where You can either write complete shaders or VOPnodes. the good thing is You can use vex in any other context, too. The book “Advanced Renderman” is a great resource for understanding, it does not cover mantra but mantra and renderman share a lot of concepts.