The firmware is just software that is executed by the CPU. The question is, how does the CPU know how to find and execute execute the firmware
From the article: The motherboard ensures that the instruction at the reset vector is a jump to the memory location mapped to the BIOS entry point.
The motherboard hardware ensures that the firmware is mapped into memory and that the reset vector points to its entry point. The CPU loads the reset vector into the EIP and starts to run the firmware.