A bass drum head can be used as a batter head or as a resonant head. Some drum heads feature a pre-cut hole, which means that they are meant to serve as a resonant head. The hole has a ventilation function that reduces pressure on the opposing batter head for better pedal response. It also allows you to place a microphone inside of the drum.
The type of bass drum head you use greatly influences the sound of your kick drum. Thicker heads have more sustain than thin ones, for instance, and they also produce a slightly darker sound. There's also a distinction between single-ply and double-ply heads. The former, rather sensitive single-ply heads are most common, and they have a lively character with longer sustain. The latter, more durable double-ply heads produce a fatter sound and a tighter attack. Some heads feature a coating taht adds extra warmth to the sound.
Once you mount your new drum head, the second step is tuning it. Most drummers prefer lower tuned drum heads, in which case the tension rods will need to have lower tension. Tighten them in pairs (one on each side of the drum) and make sure that both screw tensions are the same. This is achieved by tapping the surface of the head where each screw is positioned and checking whether the sound is the same everywhere. A resonant head that has a lower tuning than a batter head provides an extra deep sound. You can attenuate the sound by using dampening rings or heads that are equipped with integrated dampening rings. You can get a better attack if you stick a special pad on the place where the beater strikes the head.