Installing cubase E7 onto my new PC - Licence?

Obviously my one time activation key is useless except the Steinberg recognises it as old.

On the website in “my steinberg” it recognises the product and the old activation date (xmas day 2013!). If I click on “Reactivation” it asks me:-
“Please provide a new Soft-eLicenser number”

How do I get that?

Install the eLicenser Control Center.
http://www.elicenser.net/