Some styles have specific citation rules for each type of thing you might cite—books, articles, films, television shows, email, live speeches, etc. Others, like MLA, provide a general citation structure which you can adapt to any content. Whichever method is used, the point is to a) give credit to the source of the ideas and evidence used in your paper and b) provide enough information for your readers to find the original source.
So a sentence in my paper would look like this:
|In Buffy the Vampire Slayer episode 9, "The Puppet," writers Des Hotel and Batali demonstrate that research has become a vital and routine first step Buffy and her friends take when defending the world from supernatural evil doers, even if they do so begrudgingly as Xander's comment illustrates, "Once again I'm banished to the demon section of the card catalog."
And I'd include this in my list of complete citations at the end of the paper:
|"The Puppet." Buffy the Vampire Slayer, written by Rob Des Hotel and Dean Batali, directed by Ellen S. Pressman, Twentieth Century Fox / WB, 5 May 1997.
Check the appropriate style manual for details on how to cite other works.