From the MyPlace app, tap into Add Devices and select your MyPlace Gateway to put it into pairing mode (or, press the button on top of the gateway to put it into pairing mode). The orange LED on your gateway will blink slowly.
Next, plug the GE LED bulb into the light socket, and power it on. The bulb will automatically pair to the gateway, and will blink to indicate a successful connection. You will see it pop up in your list of devices in the MyPlace app.