I'll try and help;
1) Are there any rules for generating brand new player team?
Not intended by the Creator. But as a side note, a friend and I are actually working on a Footy Manager "Player Team generator". I'll let you know here when we finally get the files up (probably Jully 2017).
2) Are there any rules for generating Non-player teams?
not rules as such, but rather suggestions. See here /thread/1630744/help-more-teams-league
3) Do i pay any money to my players?
No you don't pay players salary.