You can pass that argument to Google Chrome on various operating systems by prepending --args before the arguments passed. Many Chrome/Chromium advanced flags will require the prepended value "--args" or they will not be recognized as options.
Keep in mind the actual paths may vary depending on operating system or customer installation location.
I have not been able to find any explanation as to why "--args" is required, but it is clearly used widely if you search for examples using various advanced flag options.
The "--args" flag is not needed for standard flags such as "-incognito" or "--new-window". As shown in this SU response: https://superuser.com/a/222078/239133
# Mac:
open /Applications/Google\ Chrome\ Canary.app --args --cipher-suite-blacklist=0x0088,0x0087,0x0039,0x0038,0x0044,0x0045,0x0066,0x0032,0x0033,0x0016,0x0013
# Win:
C:\Program\ Files\ (x86)\Google\Application\chrome.exe --args --cipher-suite-blacklist=0x0088,0x0087,0x0039,0x0038,0x0044,0x0045,0x0066,0x0032,0x0033,0x0016,0x0013
# Linux:
/usr/bin/google-chrome --args --cipher-suite-blacklist=0x0088,0x0087,0x0039,0x0038,0x0044,0x0045,0x0066,0x0032,0x0033,0x0016,0x0013