The way i think about it is that the Pi electrons of the double bonds, which we know participate in the conjugated ring system, are above and below the plane of the bond. Although you have 2 lone pairs of electrons on the hydrogen, only one of them participate in the pi system because the oxygen atom is sp3 hybridized (one pair located directly above the plane of the oxygen and the other on one of the vertices of the tetrahedron). I'm not sure if that's how it is, but it seems to work...lol....
but another tricky one is pyridine, which is a six membered ring system enclosing a nitrogen atom with 3 double bonds (wiki for drawing). The nitrogen has one pair of lone pair electrons and a double bond on one of the carbons it is bonded to. At first look, it seems as though there are 8 pi electrons, which would make it anti-aromatic, but in fact, it actually is aromatic....the lone pair electrons do not participate in the ring system because they are sp2 hybridized, in which the atoms/electrons bonded to nitrogen are roughly 120 degrees (angle is slightly skewed due to lone pair) and planar....remember that the pi electrons of the double bonds are above and below the ring....hope this makes sense and helps!