Whether it's due to a trans-continental trip or a weather delay, a long flight can mean hours sitting in a cramped seat, possibly next to several strangers. In order maintain your comfort, not to mention sanity, make sure you have some interesting ways to pass the time.
Bring a good book. It's a tried and true method. Bring a book that you are excited about, not one that you feel like you must force yourself to read. On the other hand, if ever there's a time when you'll read just about anything, it may be in this situation.
Listen to music. These days, many people have some sort of portable music device, whether it be an iPod, laptop, CD player or even a good old fashioned Walkman. Bring a few old trusties that you can get into and let the hours slip past you in a musical haze.
Play games, computer or otherwise. If you have a friend or willing seat partner, play cards. If you would rather remain solitary, play games on your computer or bring a book of crossword puzzles or sudoku.
Take a sleeping supplement. If all else fails and you're not allergic to, opposed to or in any other way incapable of taking a sleeping supplement, then do it. It won't be like falling asleep on a bus where there's the danger of missing your stop. A 10-hour flight can pass by in a second.