I have not used/tested the below myself, as was never needed, but have a look at the following:
At an individual mutation level (i.e. creating a single row) try using:
Put.setTTL(long)
To apply this at the Column Family level for a given table, try the following when creating the table:
ColumnFamilyDescriptorBuilder.setTimeToLive(int)
Based on my experience with other HBase functionality with the same setup, I would imagine that you can use the table creation time to set some sort of a global/default TTL for the given column family, but then adjust it at the individual Put level if needed, as shown above.
The above are in Java, but you can do this from HBase shell as well, when inserting rows or creating a new table manually.