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(Generally, this is fairly automatic in that when you click the "Download" button in the Store, it asks to start up your Launcher and from there you only need to click "Install" once it's finished downloading.)
There's no messing about with registration keys or anything if you buy it from the Sims 3 store.
If you buy it on disk, you need to log into the Sims 3 Store, go to My Page > My Account > Register, and put the key from the disk in there. You then go to the store and download it from there (as above).
Other content that comes with the store worlds, like clothing, Build/Buy mode parts, the Renaissance Fair, and baby dragons, end up in ebc bundles within DCCache just like other store content once the Launcher is finished installing them.