Put it in the middle of an edit, after the setup and just before the reveal, so the audience is left hanging. Follow it with a dramatic dun dun dun for a fake payoff, or pair it with a SpongeBob fail sound when the joke collapses completely.
About this sound
This is one long held 'biiiiiiii' voice lasting about five and a half seconds, more like a person holding a single note than saying a word. It feels awkward, overdone and deliberately annoying, so a small reaction becomes an uncomfortable joke that refuses to end when it should. That stretched timing gives it a silly, fake-dramatic payoff instead of a quick laugh.