or should I use the regular with seeds?
Or am I totally wrong and need to use a separate strawberry recipe?

Seedless definately....unless you want the seedy look

How much of the jam do you add? Do you substitute it for some of the liquid? Like equal amounts??

I use the seedless spreadable fruit spreads in IMBC - yum! For regular BC you will need to cut back on the milk since the fruit spread contains some moisture. I not sure what ratios you should use.

Ok! Stupid question I know...... Is fruit spread the same as jam?? I have only added real fruit puree but this would be sooo much easier I think. I just don't want to get it wrong..