Processes in Microsoft 365 for setting up Office apps, redeeming product keys, and activating licenses.
How did you purchase your subscription? You should see a download link in your account at https://account.microsoft.com/services next to the product name.
If you purchased a product key, you will have to add the key to your account first. Go to https://setup.office.com , sign in with your Microsoft account and enter the key. Installation and activation will then continue from your account.