Create Minecraft maps?

I have recently seen in Minecraft such cards (1x1) that you can put in an item frame and then you see the card.

And the card had a different picture, namely this monster thing

So I've seen that in a video, but it works only in single player. How can I do that on a multiplayer server?

I think that does not work on multiplayer servers unless you're owner or something like that…

How is that possible?