See also https://www.gnu.org/software/emacs/manual/html_node/emacs/Regexp-Replace.html.
\1, \2, etc.\# counts replacements – first is 0.C-q to escape, and C-j to insert newline character.
M-x replace-regexp RET , RET C-q C-j
Use \, before function in the replacement string.
M-x replace-regexp RET ^"\([a-zA-Z]+\)"$ RET \,(upcase \1)("\1")) RET