You can do it yourself if you have access to a compressor with a reasonable tank (for lots of air quickly). I did mine recently with a mate helping.
I used tyre pliers but you can use a jack to crack the bead, put the base of a bottle jack on the tyre and the top of it under you bumper or something solid and then jack, it'll push the bead away from the tyre.
Anyway the steps.
First step is to get some air in the tyre and mix up some soapy water (dishwashing liquid works well), dribble this around the bead and valve.
Then look for it to start blowing bubbles They were easy to spot on this one.
On with the tyre pliers to crack the bead. It was full of mud, so once we cracked it I got the air gun and blew the mud out and scrapped it with a screwdriver as well. You can just see the mud on the bead. There was a heap in there.
All nice and clean
And then put the air gun on the tyre valve stem without the valve in it, the bead seats really quickly
All done.
Cheers
Steve