Another way of asking this is like this.....
When I purchase some number of users licenses with intent to host myself on my own server.....what happens next? How do the licenses get delivered/installed?
You get a licence key in your my.atlassian account.
If you are installing JIRA, it can try to read this directly from your account.
If you don't use that, then you need to log into your my.atlassian account and copy the licence key and paste it into the JIRA server's licence key box.
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