You can print your labels on traditional paper. No special paper is required.
As a best practice, we recommend using thermal shipping labels and a thermal label printer, preferably one that supports both direct thermal and thermal transfer printing.
Roll-fed labels are preferable to sheet labels. If you use sheet labels, surface quality is critical: if the label surface is too smooth, laser toner won't fuse properly and will flake off, rendering the barcode unreadable and the label unusable.