It is a 'tweaking' of the software that runs the engine. A dealer will NOT do it.
The best results are with an on-dyno tune where you can see the results immediately and adjust parameters based on your cars actual performance. However, many of the better tuners have so much experience that they can give you a good program just from you listing your mods.
They need to be plugged in to the car, or it's possible to send your PCM via mail to have it reprogrammed.
There are handheld programmers like Hypertech and Predator, but they are very generic. However, they do offer gains, and allow you to adjust things yourself like tranny firmness (in autos), rear gear ratio, tire size, fan setpoints, yada, yada, yada...
The next step up would be software that you run on a laptop that's connected to your car. It does lots more, but there is potential for disaster if you tweak the wrong setting. HPTuners is the only one I can think of off hand.
In order to get 'the most' out of your car a non-factory tune IS required.
