To obtain a full, non-evaluation version of Windows Server 2016 Standard, you generally have two paths: download a retail or volume license ISO directly or convert an existing evaluation installation into a full licensed version using the Deployment Image Servicing and Management (DISM) tool. How to Get a Non-Evaluation ISO
Once you have the correct ISO, installing Windows Server 2016 Standard (Not Evaluation) is straightforward.
to find "Windows Server 2016 Standard" under the Downloads section. Visual Studio Subscriptions (formerly MSDN):