Use the Zoom tool or View ▸ Zoom In (Ctrl+=) / Zoom Out (Ctrl+-); Actual Size (Ctrl+1), Fit Page in Window (Ctrl+0) and Fit Spread in Window (Ctrl+Alt+0). View ▸ Screen Mode switches between Structure (the normal view with guides and frame edges), Preview (W), Bleed and Slug. View ▸ Overprint Preview (Ctrl+Alt+Shift+Y) shows how overprinting inks will print.
View ▸ Show Rulers (Ctrl+R) shows the rulers; drag from a ruler to pull a guide. Layout ▸ Create Guides… and Margins and Columns… build guides for you. View ▸ Grids & Guides shows and locks guides (Ctrl+;, Ctrl+Alt+;), turns on Smart Guides (Ctrl+U) and shows the baseline grid (Ctrl+Alt+') and the document grid (Ctrl+'). View ▸ Extras ▸ Show Frame Edges (Ctrl+H) shows the edges of frames.
All display-quality controls are in one place, View ▸ Display Performance: Fast (Ctrl+Alt+Shift+Z), Typical (Ctrl+Alt+Z) and High Quality Display (Ctrl+Alt+Shift+H) for the whole view; Allow and Clear Object-Level Display Settings; and the Selected Objects submenu, which gives the selected objects a display quality of their own (Use View Setting removes it). The three levels are tuned in Preferences ▸ Display Performance. Display quality affects the screen only, never printing or export.