You can only install from Sony via the PlayStation Store. There is no way to install custom or third-party PKGs on a vanilla console.
Choose (this looks at the root of your connected USB drive).
Here is a helpful guide covering the essentials of handling PS3 .pkg files.
Copy your .pkg file into the packages folder on your FAT32 USB drive.
Copy the .pkg file directly to the root directory (the main folder, not inside any subfolders) of your USB drive.
Open an FTP client (like FileZilla) on your PC and enter the IP address displayed on your PS3 screen.
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