gistfile1.m

// In cellForRowAtIndexPath

static NSString *CellIdentifier = @"MyCustomCell";

MyCustomCell *cell = (MyCustomCell *) [tableView dequeueReusableCellWithIdentifier:CellIdentifier];

if (cell == nil) {
	NSArray *topLevelObjects = [[NSBundle mainBundle]
								loadNibNamed:@"MyCustomCell"
								owner:nil options:nil];
	for (id currentObject in topLevelObjects) {
		if ([currentObject isKindOfClass:[UITableViewCell class]]) {
			cell = (MyCustomCell *) currentObject;
			break;
		}
	}
}

cell.myLabel.text = @"Blah blah";

return cell;