The key must only be used with a fresh install of Windows 10 Pro, and cannot be used to upgrade from Win 7, Win 8 or Win 10 home to Pro.
Activate using a product key
A product key is a 25-character code, that looks like this:
PRODUCT KEY: XXXXX-XXXXX-XXXXX-XXXXX-XXXXX
During installation, you’ll be prompted to enter a product key. Or, after installation, to enter the product key, select the Start button, and then select Settings > Update & Security > Activation > Update product key > Change product key.