You must use the ISO to make a new installation since BW closed.
I am not sure what you mean by "When I insert my code on the download page". No code is needed until after the two files are downloaded and used to make a new installation of BW.
Go to
https://www.bibleworks.com/#slide4
Click where it says: "Click here" on the first choice, which will download the ISO. That will open a new tab in your browser. Click on the blue download button in the center of the page. (Ignore 'No preview available.' if it appears.) A new page opens. Click on "Download anyway." Continue the download until it is complete.
Choose one of the other two depending on which Mac installer you need. After the download is completed, use the two files to install BW.