I'd require a standard action to do anything with a glamour that corresponds to a game-mechanic standard action. So a veil (block vs. perception) is a standard action to create - for a veil from the glamours power, that's still either a deception or discipline roll. A personal illusion might require a standard action to gain an aspect - say, "bland and forgettable", or "not quite as big as I look". Maintaining such a glamour is a non-action, however - it will simply remain present until broken (typically end of scene (or when you attack or otherwise take obvious action) for veils, or sunrise for seemings).
On the other hand, if you want to create an illusory placard with some pithy slogan on it, or change your hair color without creating an actual aspect for it - those would be free actions.
I am, however, firmly of the opinion that a veil should break if you attack (though Belial's ruling of having it not reduce defense to zero after the first hit is also a decent option). While we've seen one exception to this, I feel that's a creature with a specific additional power, and, more importantly, it is (as Bruce mentions) a singularly unsatisfying combat tactic.