The current binary releases of the UR MoveIt configuration packages do not install all required dependencies upon installation (see universal_robot/issues/225). Be sure to install the moveit_simple_controller_manager package in addition to those mentioned below.
Install the package from package management, and run the MoveIt! planning demo:
$ sudo apt-get install ros-$ROS_DISTRO-ur10-moveit-config $ roslaunch ur10_moveit_config demo.launch
This is not a real simulation, just a demonstration of the planning capability and the MoveIt! and RViz integration. For true simulation of a UR10, see the ur_gazebo package.
See also the relevant sections in the readme on Github.