I don't see this menu item either.
My license is a perpetual license (with an annual support plan charge), not a monthly or yearly subscription.
Maybe it's only included for subscriptions, and not for perpetual licenses?
EDIT -
Yep, just found confirmation on an Avid info page.
For perpetual license holders, a discounted HEAT perpetual license is available, but it's not automatically unlocked the way it is for users with an active monthly or yearly subscription.
https://avid.secure.force.com/pkb/ar...e-HEAT-License