This download looks like an addon. You need to extract the downloaded zip and put the addon folder in your Garry's Mod addons folder. You should end up with a directory structure similar to below:

• steamapps
  • common
    • garrysmod
      • garrysmod
        • addons
          • glicence <-- Addon folder!
            • e.g.
            • lua
            • maps
            • materials
            • models
            • etc

• glicence/
  • addon.txt
  • lua/
    • autorun/
      • glicence_init.lua
    • entities/
      • glicence_npc/
        • cl_init.lua
        • init.lua
        • shared.lua
    • glicence/
      • config/
        • config.lua
        • lang.lua
      • core/
        • cl_main.lua
        • sv_main.lua

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