You must have Winrar to unrar the file.
When downloaded, save the file to:
C: > Program Files > Sports Interactive > Football Manager 2011 > tools > editor > data
Then extract the file. They should install automatically into the correct folders. If they don't, extract them to C: > Program Files > Sports Interactive > Football Manager 2011 > tools > editor > data > format.
Your install directory will be different if you are using Steam. It will be:
C: > Program Files > Steam > steamapps > common > football manager 2011/tools > editor > data