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Properly handling missing data is a fundamental challenge in recommendation. Most present works perform negative sampling from unobserved data to supply the training of recommender models with negative signals. Nevertheless, existing negative sampling strategies, either static or adaptive ones, are insufficient to yield high-quality negative samples --- both informative to model training and reflective of user real needs. In this work, we hypothesize that item knowledge graph (KG), which provides rich relations among items and KG entities, could be useful to infer informative and factual negative samples. Towards this end, we develop a new negative sampling model, Knowledge Graph Policy Network (KGPolicy), which works as a reinforcement learning agent to explore high-quality negatives. Specifically, by conducting our designed exploration operations, it navigates from the target positive interaction, adaptively receives knowledge-aware negative signals, and ultimately yields a potential negative item to train the recommender. We tested on a matrix factorization (MF) model equipped with KGPolicy, and it achieves significant improvements over both state-of-the-art sampling methods like DNS and IRGAN, and KG-enhanced recommender models like KGAT. Further analyses from different angles provide insights of knowledge-aware sampling. We release the codes and datasets at https://github.com/xiangwang1223/kgpolicy.