You can't, really. It is only for natural number multipliers that you can equate multiplication with repeated addition.
But you can come close.
Multiplying -3 by 3 can be thought of as starting with 0 and doing 3 additions of -3: 0 + -3 + -3 + -3 = -9. Multiplying -3 by -3 can be thought of as undoing 3 additions of -3: 0 - -3 - -3 - -3 = 9, just as subtraction can be thought of as undoing an addition, and adding a negative number as undoing an addition of a positive number.