By "inside", I mean inside the seal....as in, where it physically touches the cam. Drive them in with a large socket. Keep it squared up to the head. Don't go crazy with it, be gentile.
Removing the seals can be done many different ways. Whatever you do, just don't score the cam surface where the seal will run. Sometimes a small pick will pull them out, sometimes you have to run a drywall screw into the metal part of the seal and use vicegrips and a hammer to tap it out.
If all else fails, take off the valve cover and those cam caps. Once those are off, you can push the seals off with your thumb.