You can't. Supporting that capability would be a bit of a security vulnerability:
You'd need to create something the user would download that would run locally and call the application.
Perhaps the closest thing you could try that *might* work would be to make an HTTP link to the executable that you assume is on the machine:
<a href="file:///c:\program files\powerdvd\powerdvd.exe /x /y /z">Click Me</a>
This would most likely only work if the client is running I.E. and they have programs installed in that path.
As you can see, it's not an easy task without writing some fancy applets.