As mentioned above, the self adjusters on these brakes are not very good. but in addition, this type of ratcheting self adjuster requires an initial manual adjustment. So when you put them together you should always manually adjust them even if the self adjusters are working properly (this is not universally true, by the way - the self adjusters on some vehicles, such as VW Jettas and Golfs, will self adjust completely on the first brake application).
I usually adjust mine until they start to drag a little, but don't bother to retract. You'll have to push back the adjuster pawl to reverse the adjuster without damaging the pawl or the adjuster teeth.
If you've just put the brakes together, make sure you work the pedal and the handbrake a few times after you've done the adjustment, and check it again, because the shoes might resettle once or twice.
Also make sure that you get the adjuster pivots (the crescent-shaped partial pulley that the cable goes over, on the top shoe) properly seated in the shoe, and that they don't get dislodged when you put the spring through them. It's easy to do, especially with aftermarket hardware. The pivot will stay up and not fall out, but it won't be in the right place, and your adjusters will never self-adjust.
According to my factory service manual, to make the self adjusters work, you do not need to slam the brakes on, but you need to apply them firmly, going both forward and back, and to come to a complete stop each time.
