If you select the option to start with (potentially) multiple cells initially "on", then if provided, the "Initial cell values" string will be repeated to fill the entire row of cells. If you leave "Initial cell values" empty, the cells will be pseudo randomly initialized instead.
Set a non-zero seed if you want the pseudo random initialization to be consistent across reloads.
More information on cellular automata and their applications can be found in Stephen Wolfram's A New Kind of Science. This page uses the encoding described in Chapter 3 of his book.