Language pack is a valid JIRA plugin so you can upload it through the Add-ons section in JIRA Administration. You can find more instructions at the following page: https://confluence.atlassian.com/display/UPM/Installing+add-ons#Installingadd-ons-Installingbyfileupload
Let me know if that solves your problem.
Is your JIRA self hosted or do you use OnDemand? OnDemand does not allow to install standard P2 plugins or translations packs unfortunately. Here is more information: * https://confluence.atlassian.com/display/AOD/Language+Support+in+Atlassian+OnDemand * https://jira.atlassian.com/browse/AOD-7017 For self hosted JIRA you should see "Upload add-on" link as visible on the screenshot in the documentation.
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