Upload firmware bin file through CLI

**Describe the problem you have/What new integration you would like**

An additional flag to `esphome upload` that allows specifying a different bin file to upload.

**Please describe your use case for this integration and alternatives you've tried:**

Will allow uploading firmware other than esphome leveraging the OTA mechanism. A similar feature exists in the web server component, but some devices may not have that enabled.

**Additional context**

From what I can tell, it would just need [an extra parser argument](https://github.com/esphome/esphome/blob/7210ad7ed9b1a00c69a5e19231e10923df508418/esphome/__main__.py#L434) and a change to the [argument passed to espota2](https://github.com/esphome/esphome/blob/7210ad7ed9b1a00c69a5e19231e10923df508418/esphome/__main__.py#L191)