You have two options regarding user registration. You can either manually create user accounts on the server, or you can enable in-band registration, which allows anyone who can connect to the server to register an account.

If you want to create accounts manually, run this on the server for each user:

sudo ejabberdctl register <username> <domain> <password>

If you want to enable in-band registration, find the following line in /etc/ejabberd/ejabberd.cfg and change the deny to allow so that it looks like this.

{access, register, [{allow, all}]}.