Just a string. Add \\\' to it every time there is a single quote.
A string can be escaped comprehensively and compactly using JSON.stringify. It is part of JavaScript as of ECMAScript 5 and supported by major newer browser versions.
str = JSON.stringify(String(str));
str = str.substring(1, str.length-1);
Using this approach, also special chars as the null byte, unicode characters and line breaks \r and \n are escaped properly in a relatively compact statement.