you yank it out.
Just remove the lighter from the socket, and pull on the sunglasses holder upwards and towards you at the same time. It'll come out fairly easy so no need to be rough.
'94 Supercharged E36 325is (150,000 original km's)
-Vortech V9 G-Trim @ ~10psi w/ BOV
-255LPH Walbro fuel pump
-TEIN SS Coilovers w/ Pillowball mounts
-Keskin KT1 17x8.5 & 17x10
-Remus full catback
-Authentic Rieger Infinity I body kit
-SMT6 EMS (Untuned)