const MY_HL_BLOCK_ID = 1;
CModule::IncludeModule('highloadblock');
$entity_data_class = GetEntityDataClass(MY_HL_BLOCK_ID);
$result = $entity_data_class::add(array(
      'UF_NAME'         => 'Желтый',
      'UF_XML_ID'      => 'YELLOW',
     ...
   ));