How can I change the text on the tabs in Firefox?

"TabRenamizer does exactly what you want:

Random rename tabs: change the titles of your tabs to random ones with a simple click. Nobody will suspect what pages are you reading...
Select a new title for a tab, writing it or replacing a substring of the original title into another text.
URL and domain automatic rename: rename all tabs with a certain URL or domain with the title you want, automatically.
Bookmark integration: give the pages the same title you have in your bookmarks."

If you wanted it done automatically, you could change the <title> as Will says, but using a Greasemonkey script.

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