Many different ways.
The simplest is continuous wave (CW). This is what Morse code uses. Basically you transmit for 1, and do nothing for 0.
Another is amplitude modulation (AM). This is actually an analog transmission method, but I assume you weren’t asking just about digital. Basically you have a carrier wave of a set frequency. This is the frequency you tune to, e.g. 1000 kHz. Then you have whatever you want to transmit, like the waveform of someone’s voice. You basically multiply the waves together: when the person is speaking loudly, the fast wiggles on the carrier wave are much stronger, and vice versa.
Frequency modulation (FM) is another analog method. Basically instead of changing the amplitude of the carrier wave, you slightly change the frequency. If the person is talking loudly, the frequency gets a little bit higher (say, from 100 MHz —> 100.001 MHz), and vice versa. The digital analog of this is frequency-shift keying (FSK), where for a given carrier frequency (say 100 MHz), a 0 is some small frequency below that (say, 99.999 MHz) and a 1 is some small frequency above it (say, 100.001 MHz).
There are lots of other methods too.
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**TL;DR** Light has a lot of things that describe it. An arbitrary wave can be written E(x, t) = A(x)*exp(-ik(t)x+ phi(t)t). That looks complicated but basically all it shows is every light wave has at least three things we can change: it’s amplitude A(t), its frequency k(t), or its phase phi(t). If we have some message (like a voice recording) that we call M(t) (imagine the waveform of a voice), we can basically arbitrarily pick one of these three things in light to set equal to our message, and send it. For AM this means A(t) = M(t), and so on.
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