Someone writes a compiler or interpreter for it. Basically: someone writes a program that takes source from the new language they just invented, and either turns it into code a machine can run (that’s a compiler) or the program runs the code itself line by line (an interpreter).
For example: the python programming language is almost always run by using the most popular implementation [CPython](https://en.wikipedia.org/wiki/CPython). CPython itself is just a program written in C that reads in python source code and executes it.
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