Your biggest mistake is calling preflop. You should really fold this preflop. 35 will rarely make the nut low and 99 will rarely give you top set. As you can see from this hand, even if you hit the set there are many times where you cannot drive the action to win extra bets.

I like the raise on the flop to test if you are ahead. Since everyone just called, you are certainly ahead.

The turn is where you must make your hardest decision.
There are a few players yet to act behind you and the J may have made someone a straight, so a check may not be a bad decision. The check raise on the flop by the small blind means you are behind. Unfortunately you are squeezed between two raisers and may have to pay 4 bets on the turn to see the river. You paid 3BB to get 17BB by the river card and have 10 outs to make a full house or quads (~20% chance of hitting). So, you have the odds to call IF your boat is a winner. My guess is that since the SB and MP3 bet,raised,3bet the turn, they have a straight. But they might have a hand like KQJT... and you are big trouble.

The check/call (instead of betting) on the river is probably correct since your boat is kind of weak but the pot is huge. The action on the turn is a big scary.

This hand really illustrates the dangers of pairs like 99 and lower in O8. Remember, O8 is a game of nut hands if you are multiway.