take it off and put it back on
I think its pretty obvious that this guy just got his kid a drumset and probably can't just tune it right off the bat. it took me a little while to get the hang of it.
my advice to you would be to take the head off of the drum, wipe the edge of the drum to make sure there isnt any crud on it, put the head back on and tighten each lug with your fingers until you cant turn them anymore, then use the drum key to turn each of them equally, probably just a few half turns. if you want the drum to be lower in pitch just loosen them all to the same extent. thatll get the drums to sound reasonably good. if you really want to make sure the heads are tuned, tap the head in front of each of the lugs/screws with your finger. listen to the tone of each lug and tighten or loosen them until they all sound the same.
i usually keep the bottom heads of my drums tighter than the top - with the top head just tight enough to the point that there isnt any wrinkling. everyone tunes their drums differently but you never want wrinkles.