Running a windows app from terminal in Mac is more complicated than on Linux because a series of environment variables must be passed to the terminal before the app can be successfully launched. For this reason, Crossover's Programs>Run Command menu has an "Open Shell" button, which you'll find the "Debug Options" listing. After selecting the appropriate bottle containing your applications, clicking on "Open Shell" will open a terminal that automatically sets the necessary environment variables, including a directory chance into the "drive_c" of that bottle.
From here, you can run windows apps with the following command:
wine --cx-app executable.exe
Whereas executable.exe is the name of the .exe file that launches the program. Thus, if you're in an Office 2007 bottle and you want to launch Word from terminal, you'd use