You add hops for bittering, flavoring, aroma.
Assume you have a 60 min boil time. The first hops you all will go in from start of boil (60 min) to 30 min ... this is where the vast majority of your bittering will come from. From around 30 - 5 minutes you get flavoring. The final 5 to flame out you get aroma... generally. There is some overlap and you will get some flavoring from all parts of the boil as well as aroma. I've hopped at 60, 45, 30, 15, 10, and 2 minutes in a beer, IPA, and had it turn out great. It all depends on what you want from the beer - that will help determine when you'll want to add.