i am not sure i understand your question.
If you have a flash file (.swf) and intend to run it in a page, you may already know this - use the OBJECT tag.http://helpx.adobe.com/flash/kb/object-tag-syntax-flash-professional.html
If you have an Flash executable (flash/swf converted to .exe) then you should extract the SWF from it and then load it into your page using the above link.
Here's a tool to help with SWF extraction from EXE.http://www.northcode.com/blog.php/2007/08/02/Extract-SWF-files-from-Flash-Executables
hope this helps.