Thank you for taking the time to evaluate Test Studio. The Test Studio installer relies on Microsoft's MSIEXEC utility to get installed. You should be able to put MSIEXEC into a script and use the /q command line option to silently/automatically install Test Studio in your Windows Azure environment.
Activation/deactivation only applies to the full edition of Test Studio (the edition used to create tests, modify tests and schedule tests). On your test machines you should be using our Run-Time edition which does require activation. The difference is that the Run-Time edition only includes the command line tools and browser plug-ins necessary for executing tests. You cannot create/modify tests with this edition. You can also use this edition to setup our Scheduling server, Execution Server and/or Load Agent.
To be legal we ask you to purchase one license per machine that will be executing tests in parallel. Thus if you have 5 machines (either real boxes for VM's) executing tests concurrently, that requires purchasing 5 Run-Time licenses.
I hope that answers your questions.
the Telerik team