The "exclude" filter remove from the result set all the rows that have an empty value in the specified. Thus, it does not return a result set without that specific field – which is the thing you have tried to do, I suppose. In particular, the 'oci' field is always filled up by the API.
The query parameters for this API described at http://opencitations.net/index/coci/api/v1#parameters seem to not have any effect on the query. e.g.,
Am I doing something wrong? Or might the query parameters not be used server side?