Have you played ARR on PS3 before (Beta 4 stage / Early access)?

Basically - in the PS3 game box are two cards with the redeem codes. Look for the one with 4-4-4 code - that's the one you need to redeem via PS3 directly (either in the PSN store / redeem code or via account management / redeem code). You can also redeem it via Vita connected to the sam PSN account or via Sony's SEN account management web page. Either way - you'd need after that to download or install from game disc and update the game and run it. First time you'll run it on PS3 it will prompt you to accepts UA and then to link your PSN account to your SE Service account. If you have only one account then just attach the PS3 to this, if you have multiply service account under the same SE account you'll see the list of all of them and you need to chose the one you want the PS3 attach to (it will show list of your current characters as well if you've already played on PC).