Franchise Settings > League Settings > League Type > Owners Only
Then create the user teams as you would normally, the only option will be as owner since it is an owner league. When I go to play a game and use a second controller it allows me to choose custom playbooks, but like I said before they have to be created under the second user profile. Otherwise you won't see them. I haven't tried it as a player or coach, but I would assume that they work the same when playing a season game.