Dating is essentially a timed event where you pick a goddess, a date, and then wait for it to complete. Dates cost coins in order to start them.

The duration of the date can be seen in the corner of the date picture.  The higher the date level, the more time it will take to complete but the better rewards it will give. Dates reward goddess affection, sex toys and at higher levels even soul shards.

The date waiting time can also be skipped by using diamonds: