I just ordered live rock online when I was setting up. That in and of itself will give you a huge cycle, no shrimp, fish, or feeding necessary! The bacterial die-off from shipping cycles your tank quite nicely, no need to cause undue stress and hardship on any multi-celled critter that didn't ride in on your rock. If you aren't interested in that, I would say shrimp your tank, or toss in some fish food and let it rot.
Of course, you wouldn't want to put shipped LR directly into your tank after you have life in it. Unless you're trying to kill your critters!