package.xml format to retreive process builder
Processes from Process Builder have Flow metadata type. And you can retrieve all processes with next package.xml:
<Package xmlns="http://soap.sforce.com/2006/04/metadata">
<types>
<members>*</members>
<name>Flow</name>
</types>
<version>31.0</version>
</Package>
I just thought it would be useful to mention how to retrieve a specific one as well, as there is a small caveat here. When just packaging a specific process you must append the API name with the version number you are importing. For example:
<Package xmlns="http://soap.sforce.com/2006/04/metadata">
<types>
<members>unique_name-3</members>
<name>Flow</name>
</types>
<version>41.0</version>
</Package>
This will retrieve version 3 of the "unique_name" process. Without a version number appended you will get an error.
Just an update on this question - With the deployment of API Version 44, version numbers at the end of Process Builder Flows are no longer necessary when specifying individual flows.