According to CVR's blog, you need to enclose your document with these commands:
\input amstex
\documentstyle{amsppt}
\csname tex4ht\endcsname
\document
. . . source of your plain TeX document . . .
\enddocument
and compile with
httex file "xhtml,html4.4ht,unicode.4ht,mathml.4ht"
Following sample works for me:
\input amstex
\documentstyle{amsppt}
\csname tex4ht\endcsname
\document
{\bf What} about the {\it formatting}
The quadratic formula is $-b \pm \sqrt{b^2 - 4ac} \over 2a$
P\v{r}\'ili\v{s} \v{z}lu\v{t}ou\v{c}k\'y ku\v{n} \'up\v{e}l \v{d}\'abelsk\'e \'ody
\enddocument\bye
I am not plain TeX user and don't know what is the plain version of the inputenc, so instead of utf-8 characters I used control sequences for the diacritics.