The "sources" target cannot be run or built. It is there just to allow indexing of the source files by Xcode (to provide completion, just to source, ...).
The "All" target can be built, but not run as it build all the application (main application and all the tests) so there is no canonical target to run (this correspond to running ninja without a target).
If you want to build and run a target in Xcode, then you should first select the target you want to build/run, and then run it using cmd+R or the run button. This will work for the main target (chrome) and most of the tests targets (*_unittests, *_perf_tests, ...) except EarlGrey tests (*_egtests). For the EarlGrey tests, you need to use cmd+U or the test command (or long press the run button and select test). This is because EarlGrey tests are XCTests while the others are not.
To run the application from the command-line on the simulator, you can use iossim as Andrei pointed. Note that again, the command is more complex for EarlGrey tests (for the same reason). The command to
run the EarlGrey tests is documented in the page you linked.
Hope this helps,
-- Sylvain