Easy. You swipe your card, Coinbase pays with $, then Coinbase tries to sell enough of the bitcoins you have there to make it even (there might be a fee).
So you need to have a bitcoin balance in Coinbase when you want to use this card.
Now why would you do this? If you're asking yourself this question, there are high chances you are not the target of this product.
There are a lot of people who made a lot of money in bitcoins, and who hold a LOT of bitcoins. This is going to be an easy way for them to spend it on a normal day-to-day basis.