I have never been able to find detailed manufacturer-recommended distance information on the Exo Terra bulbs. As a starting point, I would look at this link put out by Zoo Med on their 10.0 bulb. The Exo Terra bulb probably isn't as strong but at least this will give you something to start with. Notice how the recommended distance can vary greatly depending on your specific setup:
http://www.zoomed.com/Library/ProductDB ... un10cf.pdf
By the way, you identify yours as a "new" bulb -- is it indeed new? Just please keep in mind UVB bulbs have a limited life that generally runs from 6 months - 1 year of regular usage even though they continue to put out light beyond this period.