The easiest way to play it in EP is to check-call and then let pot odds dictate whether you call another bet on the turn if you miss. Alternatively, you could lead out or check-raise on a semibluff, but this puts you in a tough spot on the turn if your draw misses: you either have to check and hope for a free card or continue the semibluff and hope you fold out any remaining opponents or hit your draw. If you are not prepared to bet the turn, then I think you should just check the flop in EP though.

Checked to in LP, I would semibluff this hand most every time. Then on the turn, you can decide wheter to bet again or take a free card.