The steps below only need to be run once per device. Unlocking the bootloader will erase all data on your device!
adb reboot bootloader
You can also achieve this via a key combination: Enter-fastboot-recovery.
fastboot devices
Tip: If you see no permissions fastboot while on Linux or macOS, try running fastboot as root.
fastboot oem unlock
fastboot oem device-info
It will tell you something like “device unlocked: true”. Please note it will ask you to erase all of your data, and that you must accept to continue.