They do so by capriciously distorting the classic Hebrew numerologies to fit their preconceived notions.
Numerals in Hebrew are represented by the twenty-two letters of the Hebrew alphabet, and for larger numbers, by five additional "compound" numbers. (I just now coined that usage of "compound." The correct word is "sofit.") Thus, the numeral "1" is represented by the glyph for the letter "aleph," "2" by "bet," and so on. Here are the first ten. You can find the rest and a fairly thorough yet understandable discussion at my link. I didn't see that the article mentions that Hebrew is read from right to left, so the numbers given as examples will seem to be backwards.
1 Aleph à
2 Bet á
3 Gimel â
4 Dalet ã
5 He ä
6 Vav å
7 Zayin æ
8 Het ç
9 Teth è
10 Yod é
https://en.wikipedia.org/wiki/Hebrew_numerals
Gematria is a system of Hebrew numerology that finds hidden meanings in the numerical values of words and groups of words, including names. A great deal of scholarship, particularly in the medieval period, has been applied to sacred writings in the attempt to unravel their mysteries, if there in fact be any, as I'm inclined to believe there are. In English and other modern languages, we do not use letters for numerals as the Romans, Greeks, and Jews did. Therefore I fail to see the assigning of numerical values to the names of modern personages as a valid exercise.
For an example of classic gematria in a rabbinical sermon, read "The Chosen" by Chaim Potok. For an example, in my opinion, of distortion for the sake of sensationalism and gain, read "The Bible Code" by Michael Drosnin.
https://en.wikipedia.org/wiki/Gematria