Carefully, very carefully. If your wheel has good overall tension but is still out of true you slack the spokes on the protruding side with maybe 1/4 turn and then tighten the spoke on the disappearing side with equal amounts.
But I'd suggest you go visit www.sheldonbrown.com first, he's got a nice and helpful piece on his site about wheel trueing.
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Get a spoke key of the right size and turn it in the right direction. Do note that it's an easy way to mess up a wheel. Uneven tension will make the wheel untrue, and too high tension can ruin both rim, spoke nipples and occasionally even the hub.
The only friction a spoke sees in use is air drag, which can be reduced by using oval spokes, and fewer of them. When building/trueing a wheel there's some friction in the threads, which is reduced by using a suitable spoke prep compound.
Friction is what happens when two surfaces are brought in contact with each other with a certain force.
Apart from choosing the materials, their surface contour and the contact pressure there really isn't anything you can do to "get" friction, it's a built in characteristic of the materials.