How to avoid identifying myself in a review? Occasionally I find myself currently reviewing a paper where I find that many of the criticisms I have are addressed in papers in which I am an author (and often as lead author).

I don't want to make my identity known to the writers of the papers—but how do I make my points clear without breaking the "anonymity" of the review. Even if I cite a bunch of papers each time, it will probably be obvious what's going on.
If you believe that there are papers that the author should cite, list them in your review.  Yes, I mean the specific papers, with complete bibliographic information.  If you include some of your own papers in that list, the author of the refereed paper may suspect that you're the referee, but so what?

On the other hand, if you believe that the only papers that the author should cite were written by you, you're probably wrong.  Look harder.