That is because if you have Sigil you can install the plugin via Sigil. That will not work for you, since Sigil will not open your ePUB correctly probably. Sigil is an ePUB2 editor.
Anyway, open the ePUBOptimizer folder. You can try (I do not know if it will work on OSX) to drop the ePUB just on the ePUBOptimizer.exe program. If that does not work (perhaps drag&drop works differently on OSX), you need to start the program via the console. There is no GUI. Just go to the correct folder in the console and start the program like this: ePUBOptimizer <epub>
Be aware that mono needs to be installed!
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