How to run CMake unit tests with MSBuild.exe

Question

Upon generating a Vistual Studio project from a CMake build file, CMake generates a solution with a sub-project called RUN_TESTS.vcproj that runs all unit tests as a post build action.

How can you invoke the RUN_TESTS from the command prompt using msbuild.exe?

Running msbuild RUN_TESTS.vcproj from the build directory does not work.

Under UNIX you would do a simple make test for Makefiles generated by CMake.