There is the c program that runs on your pc and sends the string via its coms port to the rs232 module.
The fpga recieves it then sends it to the lcd.
Have you had a look at the hdl and c code here
http://www.fpga4fun.com/TextLCDmodule.html
The cable just connects the pc com port(serial /rs232 port) to the rs232 module.
The c program on the pc, opens the com port and sends the data to the uart
THe uart sends the data to the rs232module which passes it to the fpga which deserialises it and sends it to the display.