The information is written onto the DNA, when the DNA is copied from a parent DNA. Ideally, it should never be written again after that.
New information appears from mistakes in the copying process, or from some environmental conditions: radiation, some chemicals, random rays from space, etc. Of course, this information is mostly random. It can be useless or bad, but sometimes it is good.
DNAs with bad information would then die out, because they cannot compete with other DNAs. DNAs with good information will get more opportunities to copy themselves – so that information will spread.
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