Hi Paul,
I might be missing what you mean by "how do you then register/link a particular cell". If you're asking how you annotate a cell in a notebook so that it becomes a RESTful resource, see the first section on the page you linked. It says "To turn a notebook cell into a HTTP handler, you must prefix it with a single line comment" and explains more from there.
If you're asking what command line args you need to provide to point the kernel gateway at a notebook containing one or more annotated cells, see the "Running" section on that same page. There's an example of what you provide to "api" and "seed_uri" and links to complete samples on GitHub. This blog post might also be of help:
http://blog.ibmjstart.net/2016/01/28/jupyter-notebooks-as-restful-microservices/
I hope this helps,
Pete