You don’t want to use the choke when you don’t need it. When it won’t start up without choke, use as little choke as possible. You don’t want too rich a mixture hitting your engine or you risk flooding (too much gas, not enough air, won’t combust), etc.
Also, once you do get the bike running on the choke, don’t forget to ween it off as soon as the bike runs on its own (which in my experience happens as soon as you get it moving). Get your bike warmed up with gentle riding for a few minutes before giving it the beans.