You define the JTA-datasource in the container, which is then responsible for placing the datasource at that location for the provider to lookup. The jta-data-source tag just tells the provider what name to use to look it up with.
If you are not in a container, in JPA 2.0 you would use the javax.persistence.jdbc.url property to define the URL. Prior to that you would use vendor specific properties such as "eclipselink.jdbc.url" to define the connection in a java SE environment.