vRealize Operations and vSOM Licens
If you have VMware vSOM licenses and want to install the vRealize Operations it's not available under the vSphere with Operation Manager download, but you can download i direct from the vRealize download page intend.
For the licenses key, just use the same licenses key that you use for your ESXi hosts, not the vCenter Operation Manager, that you may find in "My VMware".