The next thing you will have to do is watch the bobber. Once you have your bait of choice selected you simple press 'E' again and you will see your character cast their line into the water. It will only show bait you have on you, so if you have no bait you will not be able to select anything. The Bait window with is identical to the Quick slot window will pop up for you to choose from. first when you hold the courser over the hole it will prompt you to press and hold 'E' to chose your Bait. When you find the fishing hole you want to fish in you need to do two things.

In ESO your character already has a fishing pole on them, so there is no need to buy one or carry one in your inventory.