From the Asurion FAQ page found here:
How do I make a claim under my protection plan?
Online claims can be initiated at Protection Plans | Asurion 3 (http://asurion.com/Amazon). Please be sure to have your woot.com order details ready when starting a claim. Please see your plan Terms and Conditions for details.
(Please note: I don’t work for Woot, I just volunteer to help out here on the forums.)