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And if you mean, that you've bought a key from a key seller, then you've to follow the instructions of the keyseller, which they should normally send you after the payment got verified (can take a few minutes). Either wait on the screen which pops up after you've paid or look into your mailbox, if you've accidentally closed the screen with the key.
Steam also uses product keys as well. Many physical game boxes these days just contain such a key and it gets more common to even not add any DVD.