I am not sure if this will help, or whether you will come back with a 'recursive' question.
If you apply a flux of 100 W/m2, it means that you are applying a total of 100W and uniformly distribute them over a square meter.
If your face's cross sectional area is not 1 square meter, but 2, and you insist that you are putting 100 watts per square meter...then, you are actually putting in 200 watts total over 2 square meter...which is to say, 100 watts per square meter.
If you face's cross section area is 0.5 square meter, and you insist that you are putting 100 watts per square meter, then you are only putting 50 watts total over 0.5 square meters...which is to say, 100 watts per square meter.
Do you know how to calculate pressure? you know, like force divided by area? Kind of similar thing, where the total heat injected is analogous to force and when dividing by area you get the "density", if you know what I mean...
is that what you were asking ?
or are you asking how in the world you apply heat, in the first place? 'cause this you can do with an iron and just measured the power consume by it and then you know how much heat you are putting...assuming 100% efficiency on the iron and that no heat escapes between the iron and the face...