I've not tried using max 6, not sure if it's possible. But in max7, under the bump map channel, create a Normal Bump material, then in that materials diffuse channel, apply your map image as a bitmap.
I believe the Normal Bump material (or something of a similar name) is available as a free plugin for Max6. Try searching over on www.scriptspot.com or some other Max plugin resource.
More refined: Try looking for gNormal or VisNormal over on www.maxplugins.de .
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More refined: Try looking for gNormal or VisNormal over on www.maxplugins.de .