How do you “interpret” or run functions using the get_post_custom_values?

I have a plugin that takes an address and creates a google map for it, but it puts it in the WYSIWYG editor with the [] brackets. When the template calls the_content(), it renders and executes the snippet flawlessly.

What I want to do is actually put the [] brackets and function inside a custom value, which is called separately in my template. But when I simply dump out the value of the custom value, it spits out the text without interpreting the brackets. How can I force the text in the brackets to be “interpreted” like the the_content() does?