1. So actually the raw data files on GEO are bam files NOT fastq files (this was just done because the number of fastq files output by the 10x program by default is quite large)
Reads are single end in the sense that it is 3' RNA-seq but paired end in the sense the the other read contains cell barcode information
2. There are two kinds of sequencing data processed for this work. One type is 10X scRNA-seq and another type is from the enrichment part to read out the GBC/CBC pairings. The later is what you are referring to from our paper's method section.
To answer your question the data on GEO does NOT need to be processed in this way to run through cellranger, we provide the processed output from cell ranger as well as the .bam files containing the raw read information that cellranger outputs. If you'd like raw fastq files as well, I believe 10X is working on a solution to make it easier to post those to GEO.
If you want an example of how to process the GBC sequencing data from raw files. A description is provided
here, and a specific ipython notebook example
here.
Good luck!