The actual Product Key used on a Windows 7 OEM machine is called a Royalty OEM Product Key and it's embedded in the installation media (not the BIOS, UEFI doesn't matter here because Windows 7 installs pre-date that by a few years). You can do a straight clean installation of Windows 10 on your machine but you're going to need the Product Key from the COA sticker - the unfortunate thing is typically that key has no meaning or use until now. The only way to install Windows 10 clean legitimately is a) buy it and I mean pay cash for it, b) get it from MSDN if you have a subscription but that license means you're not supposed to use any software you get from it for day to day purposes - only development, or c) install it as an upgrade on top of one of those qualifying products first after which you can then do a clean installation and you won't even need a Product Key to do it (you skip both steps where it will ask for one - once you get online it'll be activated automatically against the activation info stored on Microsoft's servers)
That's the deal: Windows 10 is free (for the first year meaning till about July of 2016) as an upgrade only on a qualifying Windows 7, 8, or 8.1 based machine whether it's OEM hardware like your Dell or some custom build, it doesn't matter. If Windows 7 is on the machine right now, and it's the OEM install meaning it's activated, you must install Windows 10 as an upgrade on top of Windows 7 if you wish to get Windows 10 for free. There's two answers here, the first one is related to using the original Windows 10 ISO released back in June - the second is related to using the new "Threshold 2" Windows 10 ISO released a few weeks ago.
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