To begin, head to the Arboretum and speak to Elder Anli the Serpent Master, who will send you to Windward Isle to the northwest. Upon finishing the opening chain, you'll be roughly honored with the Order of the Cloud Serpent, and you'll have picked a cloud serpent of your very own to raise. A series of dailies will let you play and interact with your cloud serpent hatchling, and as time goes on, your reputation with the Order will rise.
If you're saying this sounds an awful lot like the Netherwing grind in Burning Crusade, you'd be absolutely right. But reputation and dailies aren't the only things shared between the two factions.