How to shoot a photo like this?

Http://en.lelo.com/index.php

That's the website. On it, they have a photo of their products on that page. I have a product of mine and I want a similar photo for my site. My friend has a Nikon D70 SLR.

How do I shoot a photo like it? You have to use micro mode right? Where should I place the lighting?

1) Macro mode? No. Try Macro lens.

2) This is multiple flashes/strobe lights, including softboxes or umbrellas.

Maybe a macro lens not necessarily. Probably a common studio lens like a 24-70 which is also a macro lens, at least the Canon version. Like mentioned multiple lights with modifiers plus a white background probably curved so that it forms the background and the base. Also given the reflective nature of the base they may have placed a piece of glass over the paper.

A macro lens allows you to get closer to your subject and blur out the background (if that is what you want)…

but product photography requires a lot more than that…

amongst them are:
1) appropriate lighting…
2) good positioning…

That's not shot with a macro lens at all.

Grey seamless backdrop (roll of paper would do) with a perspex table.

Looks like a 2-3 light setup (two lights, left & right at 90deg, plus possible a third). Lighting reflective objects can be tricky because of the specular highlights (which they've not controlled here).

read the Strobist blog;
http://strobist.blogspot.com/2007/07/lighting-102-unit-22-specular-highlight.html

and Light: Science & Magic;
http://www.amazon.co.uk/...0240808193

This is one of mine using white seamless & single flash & reflector into a light tent;