The variant of Naive Bayes in unsupervised learning that I've seen is basically application of Gaussian Mixture Model (GMM, also known as Expectation Maximization or EM) to determine the clusters in the data.
In this setting, it is assumed that the data can be classified, but the classes are hidden. The problem is to determine the most probable classes by fitting a Gaussian distribution per class. Naive Bayes assumption defines the particular probabilistic model to use, in which the attributes are conditionally independent given the class.
From "Unsupervised naive Bayes for data clustering with mixtures of
truncated exponentials" paper by Jose A. Gamez:
From the previous setting, probabilistic model-based clustering is
modeled as a mixture of models (see e.g. (Duda et al., 2001)), where
the states of the hidden class variable correspond to the components
of the mixture (the number of clusters), and the multinomial
distribution is used to model discrete variables while the Gaussian
distribution is used to model numeric variables. In this way we move
to a problem of learning from unlabeled data and usually the EM
algorithm (Dempster et al., 1977) is used to carry out the learning
task when the graphical structure is fixed and structural EM
(Friedman, 1998) when the graphical structure also has to be
discovered (Pena et al., 2000). In this paper we focus on the
simplest model with fixed structure, the so-called Naive Bayes
structure (fig. 1) where the class is the only root variable and all
the attributes are conditionally independent given the class.
See also this discussion on CV.SE.