Hi,
Have a look at http://www.juniper.net/techpubs/en_US/junos10.4/information-products/topic-collections/release-notes/10.4/index.html for the full instructions, particularly the parts about upgrading the bootloader for versions higher than 10.4R3.
In answer to your question though, I would suggest you go from 9.6 > 10.0 (EEOL release) > 10.4 (EEOL release). Juniper support upgrading from one EEOL release to the next two EEOL releases. Non-EEOL releases (what you are on with 9.6) can only be upgraded by three versions at a time. So technically you can go from 9.6 > 10.2 > 10.4 or 9.6 > 10.1 > 10.4 as well, should you prefer, but a direct upgrade would not be supported.
HTH.
Gavin