Basically, it's matcha that hasn't been powdered, so you steep the leaves and remove them from the water like other leaf teas. It's the highest grade of sencha - shade-grown young Japanese leaves. 
Rishi brand gyokuro is worth every penny but 
way too expensive for everyday. If you're buying some to treat yourself, I'd recommend you splurge on it (of course, then your taste buds will be spoiled for life). Normally I drink Teavana brand - there's a Teavana store in Columbus where I can buy it by the pound. 

 But honestly - IMO Teavana gyokuro tastes only slightly better than Rishi sencha, and generally I like Rishi better as a company.