ok... flyer basically has it right...
It is a thermal pad. If you just got a new A64 for instance, the thermal pad is fine if all you are doing is running stock. If you were overclocking it might behoove you to get an aftermarket cooler, in which case you would need to apply thermal paste. If you did touch it, it probably wont be that big of a deal anyway. Contrary to what flyer said however, you should not wipe the thermal pad with alcohol unless you intend to fully remove it.
Additionally, if you insist on using the thermal paste you purchased, use 90% or better isopropyl alcohol to clean the heatsink and then the processor as well. Use a lint free paper towel if possible to wipe the heatsink and processor down.