Although what you do have to code is prior preferences, and since it is a distribution, you implicitly code the range of those preferences. But once you do that the FEP, algorithm figures out when to collect more data to build a better model and when to use the existing model to get near the prior preferences.
There are two complementary ways to maximize this - change your model or change your world.
If we now grant that actions also maximize model evidence, then actions can either be conducted to sample data that make the model a better fit of the data (exploration), or they can be conducted to sample observations that are consistent with the current model (exploitation).
However, free energy isn't a theory of curiosity per se, its posed as description of self-organisation. It just so happens that you can express the free energy functional in terms of epistemic (curious) and instrumental (reward) components.