Think of the set containing the empty string as one, and the empty set as zero.
A Kleene algebra is essentially an idempotent semi-ring, plus the Kleene closure operator. Ignoring the Kleene closure (a.k.a. Kleene star) operator, the ordered "multiplication" corresponds to string concatenation and "addition" corresponds to set union. Most of the axioms should look very familiar:
$$\begin{eqnarray*}
a + (b + c) & = & (a + b) + c \\
a \cdot (b \cdot c) & = & (a \cdot b) \cdot c \\
a + b & = & b + a \\
a\cdot (b + c) & = & a \cdot b + a \cdot c \\
(b + c) \cdot a & = & b \cdot a + c \cdot a \\
0 + a & = & a + 0 = a \\
1 \cdot a & = & a \cdot 1 = a \\
0 \cdot a & = & a \cdot 0 = 0
\end{eqnarray*}$$
Those last three show the difference between the empty set ($0$) and the set containing the empty string ($1$): the empty set is the identity for set union, and the empty string is the identity for string concatenation. The empty set also annihilates string concatenation.
That's a lot of terminology, but I think it's much easier to understand if you write it in this algebraic notation, rather than in regular expression notation:
$$\begin{eqnarray*}
\emptyset \,|\,a & = & a\,|\,\emptyset = a \\
\epsilon a & = & a \epsilon = a \\
\emptyset a & = & a \emptyset = \emptyset
\end{eqnarray*}$$
Just for completeness, the thing that makes addition correspond to set union is that it is idempotent:
$$a + a = a$$
All of the other axioms of a Kleene algebra define the Kleene closure operator ${}^*$, which is important, but isn't relevant to your question. See the link above if you're interested.