This article is from the CD-Recordable FAQ, by Andy McFadden (firstname.lastname@example.org) with numerous contributions by others.
This can get surprisingly involved on a PC. The next few sub-sections
go into detail. For a Mac, the answers are pretty simple:
You can use the Macintosh equivalent of Autorun (QuickTime 2.0 Autostart)
to automatically launch an application or document on the Mac. The
"-auto" flag of mkhybrid (6-1-32) lets you specify this.
Changing the icon on the Mac can be done by using Toast to record a disc
image (record by "Volume" instead of "Files and Folders"). Change the icon
on the disc image file from the Command-I window in the Finder, then record