it depends on the product. Some products are just the product file so all you have to do is goto the Admincp and click on plugins and products then click on manage products.
It will then bring up your products goto the bottom of the page and click add product.
next page will allow you input the file location and then click import
It will load it and you should now be able to get to the settings for the mod in the options section.
Now if it is a mod that has a zip file. You extract the files to your computer. Just like the way that you upload your forum files most of them have an upload folder. So upload those files to your web server and then follow the previous product loading steps. You will also need to pay attention to some of them since some mods require you to change template coding to get them to work properly.
hope this helps
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