Generally speaking, at most major rental centers you will get an app notification welcoming you to whatever city. It will often pre-assign you a car/space number, or sometimes give you a choice. You can sometimes change the pre-assigned car and/or cycle through some pages with 3 choices per page.
Pay attention to whether it says “Complimentary Upgrade” or has a per-day price attached. I suppose that if none of the choices were suitable, you could go to the “Preferred Counter” to sort it out.
Some airports have a big TV screen listing names and space numbers. Others have a separate “Preferred Counter.” Depending on the lot security, the keys may be in the car, or you may have to pick them up.
Smaller rental centers will require you to go to the main desk… with no “Preferred Counter” or “skip the line” features.