Your towel shipped from Phoenix. The cooling is water-activated. The order of the steps is the whole job.
Snapping it before wetting it.
Nothing to activate yet.
Wringing it out completely.
Excess, not all of it.
Expecting it to cool while dry.
Dry, it is a 10.75 by 39 inch polyester-nylon blend.
Cross those off and one way is left.
Wet it thoroughly. Wring out only the excess. Then snap it.
Dry, it is a towel. Wet, in that order, it is a cooling towel.
The full list is three lines.