The word 'Love' means many things thus it means little.
Two relevant definitions in this context refer to
A) wanting the best for another (and thus likely do nice things for them)
B) unconditional (divine) love which simply radiates from spiritually advanced beings
Generally I'd say that self-love is related to A). Basically it says one should act/treat yourself in the same way you would another person whom you love. While the image is a bit contorted (giving and receiving to/from the same person), the message is that you are as deserving as any other. Often 'loving' individuals get so caught up in giving, they forget to receive also. In addition to pampering yourself it also means treating yourself with kindness, forgiveness, understanding, compassion, patience, support, etc.
The B) type love generally only goes one way. Typically its near impossible to radiate love in this way unless you love yourself first.
Sin nada (Nothing is impossible)
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