Is the name change only once or can I always change it again in the future?
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It depends.
If you had a Bungie account when they initially gave out the tokens but didn't use it you have that one (if you haven't used the ITL token then you have 2) but should treat it as if you have 1 on the chance you didn't get the second - Bungie wont manually issue you with a token to rectify that if it happened.
If you did use the first token, but not the one given with ITL you have 1 change.
There are no known plans to give another token - the ITL name change was a surprise.