The DeviceEUI is a hardware EUI, if you’re building (a lot of) production devices, you can either use the EUI of the LoRa module if it has one, otherwise you likely have to buy a MAC block from IEEE or use something like this thingy.
You can get an AppEUI from The Things Network Foundation, which we assign to you when you create an application. If you bought that IEEE MAC block, you can also use an AppEUI from that block.
We recommend to have a unique AppKey for each device. That way, if a single device is compromised, only that device is compromised, and not all your devices. Make sure to use a proper random number generator.