The 2 wires at the bottom of the label are the coil. One of them goes to the overload contact block.
This coil is 120 volt, so unless the motor supply is from a source that has 120 and the neutral is brought in, it'll need a separate circuit for control.
The 2 and 3 are an auxiliary contact, usually used as a latch if the method of control is start-stop pushbuttons.
1 & L1 is used as a control power source only if the coil voltage is the same as the supply voltage.
This is an oversimplification; there's a lot more to hooking up a starter.
How is it controlled? Start-stop buttons, a maintained switch, some sort of remote control? In this case, whatever the control source is, it needs to be 120 volts.