To break the bead you need to lay the tire on its side, put a board on the tire next to the rim... Then drive up the board with a truck.
It can be a pain in the arse.. $15 each is a little pricy. Discount Tire has done mine for free 3 times, one time I had 65 extremely sharp ice picks in each tire, I couldn't believe they did that for free. Only time I had to pay it was $10 for 2 rear tires.