This new feature is an outcome of the Asclepias project, funded by the Alfred P. Sloan Foundation, and involving the American Astronomical Society, NASA ADS bibliographic index and the Zenodo repository.
The NASA ADS now indexes Software Citations on items listed in DataCite, e.g. software published on Zenodo. Using a citation brokering software developed in the project mentioned above, Zenodo receives information about citations on published code from ADS and other sources and displays these impact metrics at the level of individual records.
Read more in the Zenodo blog.