I managed to do that.
We need to use kvm_extra parameters. It works with the following:
gnt-instance modify -H kvm_extra="-device usb-ehci\,id=ehci\,bus=pci.0\,addr=0x10 -device usb-host\,vendorid=0x8564\,productid=0x1000\,bus=ehci.0" bcalfa
Without bus=pci.0,addr=0x10 I got an errors such as this:
gnt-instance start bcalfa
Waiting for job 155917 for bcalfa ...
Job 155917 for bcalfa has failed: Failure: command execution error:
Could not start instance 'bcalfa': Hypervisor error: Failed to start instance bcalfa: exited with exit code 1 (qemu-system-x86_64: -device virtio-blk-pci,drive=hotdisk-4897a639-pci-4,id=hotdisk-4897a639-pci-4,bus=pci.0,addr=0x4: PCI: slot 4 function 0 not available for virtio-blk-pci, in use by usb-ehci
qemu-system-x86_64: -device virtio-blk-pci,drive=hotdisk-4897a639-pci-4,id=hotdisk-4897a639-pci-4,bus=pci.0,addr=0x4: Device initialization failed.
qemu-system-x86_64: -device virtio-blk-pci,drive=hotdisk-4897a639-pci-4,id=hotdisk-4897a639-pci-4,bus=pci.0,addr=0x4: Device 'virtio-blk-pci' could not be initialized
)