I don't think there is any type of viewer that can be used to embed a 3d
studio max file into a web page, and definitely none that I've ever seen or
heard of. Partly because it would do a lot more work than a regular plug-in,
and partly because AutoDesk has always been touchy about their file formats
and who can read/write them. The only thing you can do is as Thomas says,
import the file into your web, link to it just like you would link to any
other file, then expect the users who have 3d studio max to be able to view
it and most others not to.