Here is the basic structure to use.....I don't know the specifics of your hex column so you will have to do that work.
dt:target col refers to the column name of the cells you want colored
names default to here(1);
dt=current data table();
for(i=1,i<=nrows(dt),i++,
r = hex value converted to decimal;
g = hex value converted to decimal;
b = hex value converted to decimal;
dt:target col << color cells( rgb color( r, g, b ), i );
);
The various functions are all documented in the Scripting Index under the Help pull down menu
Jim