Ok, I got the pilot lit. Turns out it just took a relatively long time (about 10 minutes) for air to purge from the line.
When I switch it on, the burners fire up right away. But I'm not sure how long it should take for the blower to kick on. I don't seem to remember it taking a long time. I waited 5 minutes, then switched it off, in case the safety shutoff isn't working.
Anyone have an estimate on how long the burners should go before the blower comes on?
Here's the unit: