The files under the 'upload' directory need to go in their appropriate directories. You should be able to just select everything under the upload directory in your ftp client and tell it to upload to your forum root. That will get all the files there.
Once that is done, you run the xml file included in the zip file by going under admincp-->Plugins & Products-->Manage Products-->[Add/Import Product]. Then set up the options like the installation file says and you should be done.