We propose a general model of unweighted and undirected networks having the scale-free property and fractal nature. Unlike the existing models of fractal scale-free networks (FSFNs), the present model can systematically and widely change the network structure. In this model, an FSFN is iteratively formed by replacing each edge in the previous generation network with a small graph called a generator. The choice of generators enables us to control the scale-free property, fractality, and other structural properties of hierarchical FSFNs. We calculate theoretically various characteristic quantities of networks, such as the exponent of the power-law degree distribution, fractal dimension, average clustering coefficient, global clustering coefficient, and joint probability describing the nearest-neighbor degree correlation. As an example of analyses of phenomena occurring on FSFNs, we also present the critical point and critical exponents of the bond-percolation transition on infinite FSFNs, which is related to the robustness of networks against edge removal. By comparing the percolation critical points of FSFNs whose structural properties are the same as each other except for the clustering nature, we clarify the effect of the clustering on the robustness of FSFNs. As demonstrated by this example, the present model makes it possible to elucidate how a specific structural property influences a phenomenon occurring on FSFNs by varying systematically the structures of FSFNs. Finally, we extend our model for deterministic FSFNs to a model of non-deterministic ones by introducing asymmetric generators and reexamine all characteristic quantities and the percolation problem for such non-deterministic FSFNs.