For VMware Workstation, use the menu item VM > Install VMware Tools. This will mount a disk image to the virtual machine as a virtual CD-ROM device. You should get a prompt in the VM from Windows autoplay once the image has been mounted to the VM.
If you don't get the Autoplay notification, simply use Windows File Explorer in the VM to open the CD drive, and execute the VMware Tools setup program setup.exe (if setup64.exe is there, use that). The VMware Tools installation setup wizard will then start.