Place the tomatoes, onion, and garlic cloves in a blender and process until smooth. Set aside.
Put the rice in a fine mesh strainer and rinse with cool water under the faucet until the water runs clear. Shake dry and set aside.
Pour the oil into a large nonstick skillet and warm over medium-high heat until shimmering. Add the rice and cook, stirring often, until the rice turns a light golden brown. When the rice is golden, add the cumin, coriander, salt, and tomato paste to the pan. Stir with a spatula to combine, and cook for just 30 seconds to 1 minute, until the spices are fragrant.
Use the spatula to remove the rice from the pan to and transfer it to a rice cooker. Pour in 1 1/2 cups of the tomato mixture from the blender and 2 cups of chicken broth. Stir to combine, close the rice cooker, and cook on the white rice setting until done.
When the rice is done cooking, remove from the rice cooker and transfer to a large bowl. Fluff with a fork and stir in the minced cilantro and fresh lime juice. Add more salt and pepper to taste and enjoy.