One of the nurses did it for me while I was actually pushing in labor. Completely without asking. I was SO thankful. I couldn't say whether it hurt or not, as I had an epidural. I did no pre-planning as far as that went, other than doing kegels.
I had no tearing or cutting--except I had to have just a couple of small stitches on the sides and my cervix tore a bit, which the massage doesn't help anyway.