The USB cable is a transmission line with a characteristic impedance (90 ohms nominal.) ‘Impedance matching’, in this context, means terminating the line in its characteristic impedance to avoid reflections and thus ensure good signal integrity.
The USB2 DP/DM lines are half-duplex bidirectional, so need to be terminated at one end or the other, depending on the data direction and whether full or high speed is in use. The SuperSpeed pairs are unidirectional so only need to be terminated at the receiving end.
The DP/DM pair also has specific pull-up / pull-down behavior to identify cable plug-in, sense the downstream peripheral speed, and sense the upstream power delivery capability. It also has non-differential states that perform reset and other housekeeping. Note that this behavior is separate from the impedance terminating setup.
The USB PHY and controller take care of all these issues for you. Your job as a board or system designer is only to ensure the correct impedance on the board and in the cable.
Finally, the DP/DM pair is considered to be a DC signal, and has no inherent sensitivity to run lengths of zeroes or ones even though the protocol limits run lengths of each through ‘bit stuffing’, done so that the USB2 receiver PHY can stay locked on to it and recover the data. The SuperSpeed pairs are AC coupled, and thus use encoding to ensure that there is no DC bias introduced, a technique it shares with PCI Express, SATA and other serdes protocols.