In order to add csslint rules, you should update configuration options section of the maven plugin:
<plugins>
<plugin>
<groupid>ro.isdc.wro4j</groupid>
<artifactid>wro4j-maven-plugin</artifactid>
<version>${wro4j.version}</version>
<executions>
<execution>
<goals>
<goal>csslint</goal>
</goals>
</execution>
</executions>
<configuration>
<options>box-model</options>
</configuration>
</plugin>
</plugins>
More details are documented here.
Update:
The rules are defined by csslint library (version 0.9.10). All the rules defined in the library can be referred in the configuration section of the maven plugin. Adding custom rule is not supported out of the box, if you need this feature, feel free to create a feature request.