I haven't done this myself, but the usual answer is: the 328P doesn't have USB awareness, so you have to create your own.
There's a 'virtual USB' library that can be used, and I believe TMK has some routines built-in if you want/need to build using that instead of native USB function calls, but it will be more work to make a USB converter when the brains of the device doesn't know what USB or ADB is.