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Just jack up the back end and spin the wheel as you're turning the adjuster. As soon as you hear some rubbing stop, it's done. Do the same thing to the other side.
There is a slotted hole in the brake backplate. You have to reach into that hole with a screwdriver or a brake spoon and turn the star wheel inside. Sometimes there is a rubber plug in the slotted hole that you'll have to pull/pry out.
When you are done adjusting the e-brake always test drive it and observe that you don't have excessive drag or heat build-up, because you will ruin your e-brake shoes very fast. You also want to check that the e-brake holds by testing it on a hill or with the vehicle in drive, it should hold if you give a little gas.
When I was in high school and college I worked at a garage and the owner adjusted drum brakes by turning the adjuster until there was enough drag so that the wheel would not turn, then backed the adjuster off until there is only a slight drag. To this day I do it the same way.
When my Exp was under warranty, I took it in to a Ford dealer near my job, not the dealer I purchased the vehicle from, for several minor issues including an e-brake adjustment. The knuckehead who worked on it, adjsuted one side only and as soon as I pulled out of dealer lot and reached about 30 mph I could feel the drag from the e-brake so I turned around and gave the dealer hell.