Enlist all the files to exclude next to on the .csproj like thisbin\file1.dll;file3.csv. Detailed info here
If you want, define a relative path for the publish drop location on the .pubxml file (generally found under Properties\PublishProfiles under the web project) such as bin\WebDeployDropLocation
Provide the drop location to ServiceDefinitioin.csdef like this:
under . Documentation here.
Publish the WebProject and verify the files, Create Package from the WebRole project.
Edit the file name of the resulting .cspkg, change it to a .zip file to verify the contents