What is the English translation of the Spanish phrase 'Como se dice'?

It can either mean "What is his/her name?" (if it's used informally)

OR

It can mean "What is your name?" (If it's used formally). Usually if it's this one, Llama is followed by Usted/Ud, which is the clarifies between the informal and formal states.

OR

It can mean what it literally means: How are/is you/he/she/it called?