It doesn´t have to sum up to 100%. 65 parts of CHCl3, 25 parts of methanol, 4 parts of NH4OH, that´s it. Something like ~3,6:1 ratio. Quite polar. Silica gel can be dissolved from the column. I would not use more polar than 4:1 ratio CHCl3/MeOH.
NH4OH is buffering the solution so that e.g. amines will move better on TLC. Silica gel has a slightly acidic surface. In general, 1% of NH4OH is enough (means 10 ml in 1 liter of eluent). And of course, it´s an aqueous solution. But it´s only 1% and the water will be removed azeotropically on the rotavapor.
Another typical additive is acetic acid most commonly used when trying to separate/purify acids.