For most on premise products, you require license keys before you can use the product. License keys are associated with a system on your landscape, and therefore you need to first select a system and then manage its license key.
To request license keys, you need the authorization Request License Keys, if you are unsure of what your authorizations are then you may check your authorizations under your profile. To extend your authorizations please contact your company's super administrator.
Note: Analytics Solutions from SAP has emergency License Keys (zip file) you can use while your request for a permanent license key is being processed.