You will need to have a $HOME/.pypirc file similar to this example:
[distutils] index-servers =
pypi[pypi] repository = https://pypi.python.org/pypi username: <your pypi username> password: <your pypi password>
With that in place, fab deploy should send the package to the cheese shop.
You can obtain a username and password by running python setup.py register in the project home ( the same folder that has the setup.py ).