Basically the bacteria you want to grow need ammonia to eat. Once you have fish, they'll be excreting it, but during your cycle, while you're growing the colony, you have to add an alternate source.
The cleanest, easiest route is with a bottle of household ammonia (used for cleaning); you can get in online from Boots or at Homebase, if you are in the UK, but not everyone can get it (it can be used as ingredient in terrorist bombs, apparently), so you can use fish food to rot down and prodcue the ammonia that way, but's messy and less accurate.
Don't forget that you can 'seed' the new filter with a bit of media from your exsisting filter, if that is properly cycled and that will speed things up, as you then only have to wait for the bacterial colony to expand, rather than waiting for one to start from scratch.
I suggest you go and read the article on fishless cycling in the beginner's resource center; the link is in my sig.