A little goes a long way. I lube the o-rings maybe once or twice a year, unless they get really dirty. Clean thoroughly before you lube.
Auto parts stores have it, but be careful -- in the brake parts section the exact same tube in a different package will cost several dollars more than the one in the electrical parts section. Seems to me it was $2-3, maybe a tiny bit more, vs. $5 or more for the same stuff in the brake section. Same size and same tube, just a different card that it was on.
Also, unless you want to look for food grade silicone gease (yum?), you are looking for pure, di-electric silicone grease. Other products may contain petroleum products which may or may not be bad for the o-rings, but why chance it? And not all come right out and say it, so you might want to check an MSDS (material safety data sheet) for the product.