ITunes Match - how do I begin?

Okay, this sounds really stupid, but I can't seem to understand how to enable iTunes Match. On my iPhone, in the Settings > Music > iTunes Match, when I switch to ON, I get the following dialog box message:
"You are not currently subscribed to iTunes Match. Use iTunes on your computer to subscribe."
Fair enough. I have looked all over iTunes (and YES, I am using the current version of iTunes - iTunes 10.5 (141)), but I cannot find or have not yet seen any item in iTunes that explicitly allows me to enable iTunes Match. I have scoured the iTunes Preferences, each and every pull-down menu and looked all over the screens, but to no avail. I searched the Apple website and Support site, but could not find any clear documentation on how to enable iTunes Match.
Could someone please give me a clue? (Insert snide jokes here.) Thank you!

First make sure you have the current version of iTunes, which is actually 10.5.1.  I had to manually download it from apples website, for some reason, it wouldnt auto-update.
http://www.apple.com/itunes/download/
Once that is complete, go to the iTunes store. In the Quick Links secion to the right, you should see iTunes Match. This will prompt you to activate your subscription to iTunes match.  After that it should ask you to add your computer and once youve done that, it should begin the process of scanning your library and adding it to the cloud
Alternatively, once you activate your subscription, you can also go to the Store dropdown menu in iTunes and select Turn On iTunes Match.

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