On the site, you can click on a map of China (there is also an overseas section) to select the region where you want the tomb to be. Then a virtual graveyard complex pops up (shown in the picture above) and you can scroll around and select which part of the 'Net necropolis you want to set up the tomb in. Once you click in, you can see a bunch of graves that already have monuments in them, and other vacant spots. You can choose one of the vacant spots for your online ossuary, or you can visit a grave that has already been set up.
The layout looks like a game map, which adds to the overall strangeness. Then, once you are zoomed into a specific grave it looks even more like a game (second picture (names removed to protect the cyberdead)). There are multiple icons all over the screen, but instead of spells and weapons like in World of Warcraft, you can select different flower arrangements, incense, food offerings or other objects to place at the grave site. Some of these are free, and other gifts and offerings can be unlocked by paying real money for them.
At graveside, there is also a Facebook-like news feed with recent activity for that particular pixellated polyandrium. (Sorry.) Just for fun, I tried clicking on the button labeled "Quick Grave Set-up," (kuai4 su4 jian4 mu4 快速建墓) but it asked me to register or log in first.