Copy to /PS3/OTHEROS/ on a memory stick, CD-R etc, with the $ony otheros.self, and run "Install Other OS" from Settings > System Settings of the XMB. Then set default boot to OtherOS, reboot, and it will run!
PS3 Other OS Installer: ps3news.com/forums/downloads.php?do=file&id=3544
The otheros.bld gets installed to the PS3, and the cdr-test.iso can be burned or mounted as that is where it boots data from.
ooo, that sounds interesting, time to start searching around.
Although im in two worlds about MAME - I love its ease for playing older arcade games, but on the other hand love (and prefer) to play on original hardware! Nothing beats playing a Neo Geo AES for real!