Ben,
As with anything you want your cat to get used to, you have to start them young. Charlie will meow a few protests for the first few seconds, then he just stands there and lets me...I guess he figures he might as well not give me a hard time so that we can just get it over with. I bathe him very quickly, so it's over in just a few minutes.
Sydney was a little less patient, and if I didn't have a good hold on him, he would fly out of the tub and get kitty shampoo all over the floor!