Your buttons need to call JavaScript referencing the 3D annotation, and the runtime.play() or runtime.pause() methods.
e.g. to replicate someone pressing the PLAY button on the 3D toolbar:
getAnnots3D(pageNum)[0].context3D.runtime.play();
If the 3D scene isn't configured with an active animation (the "PLAY" button on the toolbar is disabled), or it has several to choose from, you need to attach a JavaScript file to the 3D annotation (via the Advanced Properties dialog) that activates the one you want, e.g.:
var _anim = scene.animations.getByIndex(0); // choose the first sequence
scene.activateAnimation(_anim); // assign it to the PLAY button
It's all documented in the Acrobat SDK under JavaScript > JavaScript for Acrobat 3D Annotations http://bit.ly/AXISDKH