First one needs to copy ORACLE_HOME content to the new location (local or remote). The documentation suggests the zip utility, but I think rsync is also a right tool (for a local copy switches -av, for a remote -avz).
Second call runInstaller
$ORACLE_HOME/oui/bin/runInstaller -silent -clone ORACLE_HOME="[the new home]" ORACLE_HOME_NAME="[the new home id]" ORACLE_BASE="/oracle"The docs do not mention the ORACLE_BASE specification, yet this is inevitable as without it the cloning process exits with information about lack of ORACLE_BASE value.