Films in these formats can be rented in two ways. One way would be to rent the actual DVD that you receive by post, and you return it in a certain amount of time. Another way would be to rent the film and view the DVD quality version online itself.
So how do you avail of such a service? There are many such services, Lovefilm and Netflix to name a few. Many others also exist, and many are advertised on TV as well. Companies usually acquire a non geographic number from a Virtual Number Company