We experimentally and numerically study the use of intensity modulation for the controlled addressing of temporal Kerr cavity solitons. Using a coherently driven fiber ring resonator, we demonstrate that a single temporally broad intensity modulation pulse applied on the cavity driving field permits systematic and efficient writing and erasing of ultrashort cavity solitons. We use numerical simulations based on the mean-field Lugiato-Lefever model to investigate the addressing dynamics, and present a simple physical description of the underlying physics.