Tesla can do both. There will undoubtedly be a fee to join and use the Tesla ridesharing platform - I would expect that every Cybercab sold to require, at the minimum, the monthly $100 FSD subscription. On top of that, Tesla would take a cut off of all rides that cannot be negotiated.

Any franchisee contract would also need to have some sort of rules that prevent Tesla from running their own taxis themselves and undercutting their business, if it turns out to be too successful.