There are a few ways to handle the skin. Linda, my wife, likes me to take it off in one piece, rub the meat and tie the skin back on, so the rub is beneath it, then rub the skin. Cooked this way, the meat under the skin is pure Miss White. Although I'm a big Mr. Brown fan, I like this method too, it seems to force the flavor of the rub deep into the meat. I especially like the method with that Fennel rub I've talked about.
You can leave the skin on, treat it just like meat surface, slather and rub in your usual way, and cook your pork as you usually do. Don't confuse the skin on a picnic with, say, the fat cap on a beef brisket. Thoroughly cooked pig skin is more than palatable, it's delicious. But, the presence of the skin will keep you from getting any rub on the meat, and from getting any Mr. Brown at all.
You can remove the skin and make cracklings a k a chicharron (o chicharrones, si te prefieres) in either of the ways JB said. More traditional, is to cut the skin in pieces, put it in a heavy pot or skillet, add just enough water to cover the skins, and bring the water to a simmer on a medium-low to medium fire. The simmering water will eventually evaporate leaving the skin to fry in the fat rendered from it. When the skins are GBD, remove, salt, and drain.
Allow the rendered fat to partially cool, then strain it through a fine sieve. Store covered in the refrigerator. It is one of the best of all possible cooking fats. Wonderful for baking, e.g., the best of all possible pie crusts. Wonderful for frying. The new health dogma is that it's actually better for you (or at least no worse) than hydrogenated (another way of saying "tans-fat") vegetable shortenings such as Crisco.
Rich