You need to create a loop and save the intermediate value each time. My assembler is extremely rusty (so there are probably some obvious mistakes) but I would think something like:
total: dw 0
xor ax,ax
move total,ax
mov cx,4
loop:
mov ax,total
mov bx,10
mul bx
mov total,ax
mov ah,01
int 21h
sub al,30h
xor ah,ah
add total,ax
dec cx
jg loop