I had a look at their website and Microbe-lift Special Blend breaks down organic waste among other things. This produces ammonia, so while they say it eliminates ammonia, it in fact causes it initially. Breaking down organics by bacteria produces ammonia, along with CO2, naturally. I prefer to let the bacteria build up in the substrate and not "push it" like this. Just my opinion.
I would stop using this product. Use a water conditioner that detoxifies ammonia along with chlorine and chloramine; one that also detoxifies nitrite (as this will occur next) would be advisable in a new tank. I know of two that do both, Seachem's "Prime" and one called "Ultimate" [forgot the maker]. These will handle ammonia/nitrite for 24-36 hours. If either continues, another partial water change.
To add some beneficial nitrifying bacteria, Seachem's "Stability" and Tetra's "SafeStart" both work. They do not do what Microbe-Lift does. I have used Stability and it does seed the bacteria quicker.
Live plants also help in this.
I would not suggest ammonia products aside from the water conditioner. An aquarium must establish itself biologically, and it is best to do this by natural means. With fish in the tank, this is dangerous, since ammonia and nitrite are highly toxic and can cause permanent fish damage if not kill them outright. The natural approach above is best.
For further reading to better understand bacteria and how all this fits together, have a look at my article on bacteria in the Freshwater Articles section, here's the link: http://www.tropicalfishkeeping.com/f...quarium-74891/