[guided]The only subtle point in the statement is that the products $\prod_i Q(x_i)$ and $\prod_j P(y_j)$ are not finite ordinary products in cohomology when $Q$ and $P$ are arbitrary power series. They must be read one cohomological degree at a time.
For the complex case, suppose $E\to M$ has rank $r$. We introduce formal variables $x_1,\dots,x_r$, each of formal degree $1$, and write
\begin{align*}
Q(z)=\sum_{m=0}^{\infty}a_m z^m
\end{align*}
with $a_m\in R$ and $a_0=1$. In the formal power series ring $R[[x_1,\dots,x_r]]$, the product
\begin{align*}
\prod_{i=1}^{r}Q(x_i)
\end{align*}
has a homogeneous part of degree $n$ for every $n\ge 0$. Denote that homogeneous part by $\Phi_{Q,r,n}$. Because the product is unchanged when the variables $x_1,\dots,x_r$ are permuted, $\Phi_{Q,r,n}$ is a symmetric polynomial in these variables. Therefore the fundamental theorem of symmetric polynomials gives a unique polynomial
\begin{align*}
\Psi_{Q,r,n}\in R[e_1,\dots,e_r]
\end{align*}
such that
\begin{align*}
\Phi_{Q,r,n}(x_1,\dots,x_r)=\Psi_{Q,r,n}(e_1(x),\dots,e_r(x)).
\end{align*}
Now the formal Chern-root notation means precisely that the elementary symmetric functions in the roots are replaced by the Chern classes:
\begin{align*}
e_i(x_1,\dots,x_r)=c_i(E).
\end{align*}
Thus the degree-$2n$ component of the class defined by $\prod_i Q(x_i)$ is
\begin{align*}
K_Q(E)_n:=\Psi_{Q,r,n}(\rho_R(c_1(E)),\dots,\rho_R(c_r(E)))\in H^{2n}(M;R).
\end{align*}
The degree doubles because each Chern root has cohomological degree $2$, while $\Phi_{Q,r,n}$ has formal degree $n$.
The real case is the same construction with Pontryagin roots. If $V\to M$ is a real vector bundle of rank $d$ and $q:=\lfloor d/2\rfloor$, then the formal Pontryagin roots are $y_1,\dots,y_q$, each with cohomological degree $4$. The homogeneous degree-$n$ part of $\prod_{j=1}^{q}P(y_j)$ therefore lands in $H^{4n}(M;R)$, and the odd even-degree components, namely degrees $4n+2$, are zero. Since the expression is symmetric in the Pontryagin roots, it is a polynomial in the integral Pontryagin classes $p_1(V),\dots,p_q(V)$, and the actual $R$-coefficient class is obtained by substituting $\rho_R(p_1(V)),\dots,\rho_R(p_q(V))$. Hence it defines an element
\begin{align*}
K_P^{\mathbb R}(V)\in \widehat H^{\mathrm{even}}(M;R).
\end{align*}
Finally, the completed [cohomology ring](/theorems/2271) is needed because $Q$ and $P$ may have infinitely many nonzero coefficients and $M$ may have nonzero cohomology in infinitely many even degrees. Multiplication is still well-defined: to compute the degree-$2n$ component of $\alpha\beta$, only finitely many terms contribute, namely
\begin{align*}
(\alpha\beta)_n=\sum_{i+j=n}\alpha_i\smile\beta_j.
\end{align*}[/guided]