I massage the area. I also like to soak in a warm tub with Epsom salts. I find eating a banana helps. Rest is good but so is a gentle stretch upon waking.
There are number of Pre-Workouts supplements that help a little with this. Part of it is Conditioning. If you are constantly pushing to build larger muscles and you are going up in the weight amount you use, or changing an exercise, it can be reduce a little but it will always be there.
You are actually creating micro-tears in the muscle fibers . . . Yes you are tearing the muscle so that when it grows back it will be more dense to handle the additional weight or particular movement (exercise) that has changed . . .
Make sure you are getting your necessary Protein and Branch Chain Amino Acids for proper muscle healing . . . Otherwise you are starving the muscle.
Also, think on it positively . . . When you muscles are sore your metobilc rate is higher thus you are acutally burning calories at rest . . .
If there is pain directly after the exercise which caused it, use ice. For the long term, as in the day after and beyond, use heat. Massaging, as others have said, is also good. Make sure you stretch beforehand to minimize injury. Another thing that helps to do before excersize is using excersize rollers. You roll it on muscles like a rolling pin on dough.
Try Ben Gay or other medicated rub
Sit in a sauna or steam room after workout and eat your protein,
But the best way is to just keep exercising. Otherwise it gets worse and keeps hurting every time you go back to it. Soon nothing hurts because your muscles are used to it.
If your body hurts it is telling you something,
maybe you should listen.
Yoga for life, but only if you want to live longer.
Increase your genetic deck, reverse your,
center of gravity.
Lay in the warm tub.
What is this "exercise" of which you speak?