Cloud-init does not accept plain bash scripts, just like that. It's a beast that eats YAML file that defines your instance (packages, ssh keys and other stuff).
Using MIME you can also send arbitrary shell scripts, but you have to MIME-encode them.
$ cat my-boothook.txt
#!/bin/sh
echo "Hello World!"
echo "This will run as soon as possible in the boot sequence"
$ cat my-user-script.txt
#!/usr/bin/perl
print "This is a user script (rc.local)\n"
$ cat my-include.txt
# these urls will be read pulled in if they were part of user-data
# comments are allowed. The format is one url per line
http://www.ubuntu.com/robots.txt
http://www.w3schools.com/html/lastpage.htm
$ cat my-upstart-job.txt
description "a test upstart job"
start on stopped rc RUNLEVEL=[2345]
console output
task
script
echo "====BEGIN======="
echo "HELLO From an Upstart Job"
echo "=====END========"
end script
$ cat my-cloudconfig.txt
#cloud-config
ssh_import_id: [smoser]
apt_sources:
- source: "ppa:smoser/ppa"
$ ls
my-boothook.txt my-include.txt my-user-script.txt
my-cloudconfig.txt my-upstart-job.txt
$ write-mime-multipart --output=combined-userdata.txt \
my-boothook.txt:text/cloud-boothook \
my-include.txt:text/x-include-url \
my-upstart-job.txt:text/upstart-job \
my-user-script.txt:text/x-shellscript \
my-cloudconfig.txt
$ ls -l combined-userdata.txt
-rw-r--r-- 1 smoser smoser 1782 2010-07-01 16:08 combined-userdata.txt
The combined-userdata.txt is the file you want to paste there.
More info here:
https://help.ubuntu.com/community/CloudInit
Also note, this highly depends on the image you are using. But you say it is really cloud-init based image, so this applies. There are other cloud initiators which are not named cloud-init - then it could be different.