You are required to seek permission when you wish to use the creative work of another copyright holder, unless a fair use argument can be made. Infringing an owner's copyright can subject you to legal action. If you cannot make a fair use argument, you must seek permission from the copyright holder if the work you want to use is not:
There are a number of options you can choose from when seeking permission:
Permission may or may not be granted may depending on the nature and intended use of the work. There may also be a cost associated with gaining permission. If the scope of permission granted is insufficient, or the cost is too great, you may work with your liaison librarian to identify viable alternatives.
You should document and preserve your efforts to find a copyright holder and get permission. If you do not succeed in locating the owner, this paper trail might help establish that the work is, or you thought it was, an "orphan work" -- i.e., a work no longer controlled by its owner -- and show your good faith efforts to contact the copyright holder before using the material.