This code must be redeemed in the mac app store, but it not installed

I have recently purchased a used macbook, and have since formatted the hard drive and have purchased OS Lion so I can do an install of it on the mac. But I am not able to redeem the code on the mac through in the mac app store, because the hard drive has been wiped clean. I am not able to redeem it in itunes, it keeps saying the redeem in the mac app store. Is there any other way to redeem this code, so I can install Lion? Any help is appreciated