Read the documentation about
Creating Shell Extension Handlers. You must register your shell extension with the correct Predefined Shell Objects. In your case some usb drives.
Details to USB in Windows is in the pdf
Beyond Autorun documented. Complext technical stuff
but in chapter 5 are interesting details to the Windows Explorer discussed which is the holder of the shell and its extension. Really worth to read and understand to get an expert in this area and write an extension.