I used those metal boxes (not sure what they're called), to place the wiring in, and on top of them I placed a porcelain (plastic works also, I had to use one because they only had five of the others) socket. You should be able to find the sockets at a DIY store for around $2 a piece, and about $0.75 for the metal wiring boxes.
I did place the bulbs facing down, and have had no problems with that. I did not use a cooling fan, as I don't believe I needed it. The exposures were very short, and the bulbs only became warm. Of course, you could always add a cooling fan later if you decided to... My advice would be, buy the bulbs, put one in a lamp for a few minutes, and decide for yourself.