This "mcr_release14_automatic_installer.exe" is an AutoIt3 (www.hiddensoft.com) based program that automatically installs the Release 14 MATLAB Component Runtime.
Just run it and it will look for the MCRInstaller.exe program in the current folder and install it using the default options. You can also pass the folder were the installer is located as an argument to this program.
Once it is run, the mcr_release14_automatic_installer.exe program will call the MCRInstaller.exe, wait for the installer window to open and click on the installer buttons until the installation is complete. It select to install the Component Runtime libraries for "Everyone". It then erases the temporary files that the MCRInstaller.exe program creates.