You need to have the product key in order to enter it and it must be for the same edition.
Click Start > Settings > Update & security > Activation > Change the product key then enter the new product key then click Next to Activate
If you can't find the key, you will need to purchase a new key.
Also, see how you can find your original key:
https://www.groovypost.com/howto/find-your-wind...
Also, see how you can reinstall your original version/edition if you find the key:
Step 1: How to download official Windows 10 ISO files
http://answers.microsoft.com/en-us/windows/wiki...
Step 2: How to: Perform a clean install of Windows 10
http://answers.microsoft.com/en-us/insider/wiki...
If there are files on the drive you want to recover, see - How to: Perform a Custom install of Windows 10
http://answers.microsoft.com/en-us/insider/wiki...