Have you been to this
site and read the information there?
At the bottom of that site is a link for subscriptions. You would first want to verify you have a valid subscription. These have to be renewed every year.
You also need to verify your server is at the minimum version for which RHSM is valid. Run "cat /etc/redhat-release" to see what version you have. If it is RHEL5.x or lower then the OS is no longer supported so no need to proceed. For RHEL6.x if I recall correctly you had to be running at least 6.5 to run RHSM but the above link will confirm which version.
The procedure originally required doing the install of the migration tool from RHN repository but that went away last year when RedHat sent several notices saying it had to be done by a certain date.
If the documentation doesn't help and you do have a valid subscription and an appropriate version of RHEL I'd suggest opening a case with RedHat support which comes with your subscription.