Jim,
Was wondering the same myself, took several hours of digging thru the net. Seems there are 2 tabs that hold the retainer and bulb in place, use a couple of screwdrivers to pop the tabs and release the retainer. Use a deep dish socket to push the new Primer bulb and retainer in place. Also found out there are 2 types of Primers (one with a hole in the middle and one without), make sure you get the right one. I have not tried this yet, I just ordered the Primer Bulb w/ retainer... sounds simple enough.
Good Luck
O man, April 2008