The product is not tied to a specific time of day. According to the product information, it fits well into a balanced eating plan in several situations: between meals when you want a flavorful plant-based drink; during a busy workday as a lighter-feeling alternative to coffee; or simply as a cozy hot beverage without the usual coffee profile. That means you can place it wherever it is useful in your own routine.
If you are using it as a coffee alternative, a common approach is to make one cup at the time you usually have coffee, then see how it fits into your day. Some people prefer it in the afternoon when they want a warm drink but not another coffee. Because the blend is plant-based and chicory-based, it can also be a good option for a quiet moment after dinner, though there is no rule saying you must drink it at any particular hour.
As for frequency, the product description does not state a maximum number of cups. A reasonable starting point is one serving per day, prepared according to the label, and adjusting only if you feel it works with your usual eating pattern. For any botanical drink, it is sensible not to consume it in very large amounts without knowing how your body responds. If you are new to chicory-based drinks, begin with a smaller serving and pay attention to how it feels.