If the scratches don't affect the optical performance of the lens sufficiently to be perceptible in your photos the best course of action you could take is to do nothing. It takes a LOT of damage from scratches or fairly sizeable obstructions before they become noticeable! These photos from Roger Cicala's blog entry at lensrentals.com illustrate just how far a lens can be damages or obstructed with very little impact on image quality.

Anything you might do to try and make the scratches less noticeable when looking at the lens will likely do more harm, especially to the coatings on the outer surface of the lens, than good in terms of the lens' optical performance. And although it is true that the coatings on the surfaces of lens elements that face other lens elements are more important because they reduce the amount of flare generated by light bouncing back and forth between those two elements, the coatings on the front of your lens are there for a reason: to increase the amount of light that makes it through your lens to the camera's light box by decreasing the amount of light reflected off the front elements of the lens.

If the scratches are causing a perceptible effect on your images, then masking them with a very fine (to minimize the size of the mark) black marker can reduce the amount of flare to which the scratches may contribute.