There are two options in CUCM 10.X you can either use e-fulfillment (not a recommended and requires internet connectivity from CUCM) or manual.
For using manual method you generate a license request > Licenses>Fulfillment>Other fulfillment Options>Generate License Request:
2) Go to Cisco.com/go/license
Enter your PAK and the the license request generate above and you should receive a license zip file. Extract it on your PC.
3) Go back to PLM> Click on Fulfill Licenses from file and browse and upload the license file.
If you have other queries refer to this document: http://www.cisco.com/c/en/us/td/docs/voice_ip_comm/cucm/plm/10_5_1/userguide/CPLM_BK_UD1156AD_00_user-guide-rel-1051/CPLM_BK_UD1156AD_00_user-guide-rel-1051_chapter_010.html#CPLM_TK_S1D0C173_00
-Terry
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