These are bristle worms. Some hobbyists dislike them because they think they eat their fish, but actually they are an important part of your clean-up crew and one of the reasons you buy live rock is to get organisms like these. If you have too many of them, or if they are too big there are traps that can remove them, or you could just correct the water conditions that favor them (too much uneaten food is the usual cause, so just restrict your feedings).