For softkey templates please refer:
http://www.cisco.com/en/US/products/sw/voicesw/ps4625/products_configuration_guide_chapter09186a00804ad85d.html#wp2233298
For the custom ringtones - here are some steps:
Step 1 Create or download a PCM file for each custom ring (one ring per file).
Step 2 Use an ASCII editor to edit the RingList.xml file.
for these 2 steps refer this link:
http://www.cisco.com/univercd/cc/td/doc/product/voice/c_callmg/3_0/admin_gd/3_0_9/a3rings.htm
Step 3 TFTP the new PCM files and XML file to the flash of the CME router
Step 4 Set tftp-server command to allow access to the files
example:
tftp-server flash:RingList.xml
tftp-server flash:Piano1.raw
tftp-server flash:Chime.raw
Step 5 Reboot the IP Phones. When IP Phones are rebooted, the IP Phones will get the files and show the ring types in Ring Type Option list under Settings
Note having too many ring tone files may cause a problem as all files have to be downloaded by all phones.
Maulik