The entropy of the (density) matrix $A$, usually denoted $\rho$, is evaluated as the supremum (i.e. maximum that may never be realized, just arbitrarily closely approached) of the trace of the product of matrices $AH$ minus the natural logarithm of $\exp(H)$, the exponential of $H$. The supremum is taken over all Hermitean matrices $H$ of the same size as $A$.
In practice, when you try to maximize this expression, you will find out that the best choice is
$$ H = \ln(A) + C\cdot {\bf 1} $$
In words, the ideal matrix $H$ that gives you the supremum is the logarithm of the matrix $A$ (there should be a minus sign somewhere to get the right conventions for entropy but I will overlook this detail to agree with the literature below). The choice of $C$ doesn't matter because the piece proportional to the unit matrix gets subtracted.
See a proof of this formula e.g. as theorem 2.13 in
http://www.mathphys.org/AZschool/material/AZ09-carlen.pdf
which also provides you with some background, as much as you need.