The Starter Pack includes an activation code that can only be used to create new accounts or upgrade trial accounts; this game time cannot be applied to existing subscriptions. Using the Starter Pack to upgrade trial accounts created with the EVE Online Buddy Program makes the inviting player ineligible for a reward.
To receive the in-game items included in the Starter Pack, create your character and click the "Redeem items!" button at the bottom of the character selection menu.