For a Crusade you have to have at least a moderately good relationship with His Holiness the Pope. When you go to the religion tab you can call the crusade by choosing the target city.
With an Imam, he has to be at least 4 (or was it 5? I can't remember now) piety (the "command stars" of priests). You select the imam and click the little button on his unit card.
If the Pope rejects your offer, try throwing some gold at him and try again. Also, he prioritizes different cities differently. Jerusalem and Cordoba are easy enough, while Vilnus is harder.
Bookmarks