Valve seals and valve stem seals are the same thing.
Whichever cylinder you are working on, that piston MUST be at TDC to prevent the valve from dropping into the cylinder once the retainers are removed. Otherwise you will be pulling the head to retrieve it. There are other ways to prevent this, but this is the easiest in my opinion.
You will need a valve spring compressor. I used one that was not well suited for the job and ended up using various modified PVC plumbing pieces to push the retainer and spring down to get the keepers out. The valve stem will then move down about 1/2 inch as the valve sits on top of the piston.
Once you are this far, a healthy, larger pair of needle-nose pliers will let you reach down and grab the old seal out, and it usually wont come out easily (DONT nick or scrape the valve stem in the process!). Then the new seal can be GENTLY tapped down onto the post, after you lubed it with a drop of oil. Pull the valve stem up, and replace the retainer and keepers.
Do a search on "valve seals" and read up as much as you can ( here's one on an E head
zerothread?id=200681 ). There are a decent number of threads out there that explain a bit more. Its not a terribly difficult job, provided you have the right tools and have an idea what you are doing. Its not necessarily easy though, either.
I managed to cut the oil consumption from about a quart a month down to about nothing.