uLink / Keil / Olimex ...downloading a hex file

I have the following hardware:
Olimex SAM7-EX256 board
uLink
uVision3
I have generated a hex file in Ethernut that I want to download to my board but i can’t work out how to do it.
I have followed the Keil instructions and still nothing.
It is a simple thing to do, but how?? How do i download a hex or bin file to my board???
Please help.