Spark plugs are something you do can yourself. It's fairly simple, if you have a distributorless ignition system, you will need to remove one or two screws before you pull the coil pack out to access the plug. If you have a distributor cap and rotor, the plug wires will just pull straight out. Depending on miles, the cap, rotor and wires might need replacing as well. Simply remove the plug and install the new one. It would be best to hand thread the plug then use a wrench to minimize the risk of cross threading. Using a bit of anti-seize on the threads will also make plug removal for the next change a bit easier. I'm not familiar with the 3.4 V6, but there may be a few plugs that you might not be able to get direct access to and might have to either push a hose off to the side or disconnect it. My 4.0 V6 have some hoses that block access to a couple plugs.
As far as plugs go from the dealer either brand would be pretty much the same. The dealer will most likely sell you regular plugs or which ever type that's installed from the factory. If you're buying from an auto store, then you might be presented with different choices such as regular, platinum and iridium.