The answer to this is going to depend heavily upon what version of Excel you're using, but here are two ways of doing it:
Option One - A Helper Column
In a new column in your table enter the following formula:
Now this is one ugly formula, it works in that you can now filter on all instances of 1 in this column, but what if you wanted to filter on something else?
This is where the best option comes in, though it's also the option most dependant on what you're using. I'm using Office Excel 2013.
Option Two - Text Filters
If you go to the Auto Filter dropdown you may find a feature called Text Filters. This will allow you to specify a huge range of methods on which to filter your data:
Click this and then set up your text filters. Here you can see the filters you've mentioned in your question:
This will give you far more flexibility, but as I said; it's far more dependent on what you're using.