As Poolman says above, you can't do it in iPhoto. You can make a copy of the photo by dragging it to, for example, Preview (or as mentions Skitch, and there are other options as well) and adding text.
Apple's prosumer photo application, Aperture ($80) allows basic watermarking if that's what you're primarily interested in doing (and with the Border FX plug-in can do more elaborate watermarking).