Hi Stakkie,
To fully take advantage of shaders (to use the modern workflow diffuse/spec/normals/etc.) you'll want to be using the vizfx workflow. For this workflow, the lightmap should go in the Ambient slot. The Self-Illumination slot is currently used for glow maps.
Check out this reference to see what is supported:
http://docs.worldviz.com/vizard/Shaders_3DS_Max.htm
For the programming side of things, the main difference is adding a model with vizfx.addChild('model.osgb') instead of using viz.add('model.osgb').
The old workflow is mainly useful when performance is considered more important than aesthetics, such as with unoptimized multi-million polygon architecture models.