As we know, iphones and/or iPads cannot be paired.
If you want to share something by bluetooth you need to search for a good app that you will be able to pair by bluetooth (and follow the instructions).
I haven't tried it before, but Blueme is the most voted in Apple Store. For me, is useless to share information by bluetooth, it is a mess to share...
I am sharing pr\hotos by chat apps. Music and ringtones I just download them from internet and sync with iTunes.