First of all, how you call me is important. Kaguya-hime was popular a few months ago. Kaguya-sama is more lackluster, but it's the most common one. Well, you have the freedom to choose anything (I was even called dark master at one point in time, though it's really been a while), as long as it's respectful.
Supporting my decisions, helping out in my projects and just generally serving me are part of it too, of course. In exchange, you gain my protection, cool secret privileges and maybe, just maybe, inside info on fuwa stuff.