Looks like a Hair or Spaghetti worm (a Cirratulid or possibly Terebellid). Those are it's feeding tentacles. They are good and aid in the clean up. Usually they live in the sand. You can see in some of the longer tentacles the banded colors. All tentacles come from a central body.
Cirratulids are deposit feeders which gather food from the sea bottom by means of their palps. They are worms which bury themselves leaving only their gills and palps visible. Some are free-living and inhabit tubes, while others are capable of burrowing through corals, shell or rock.
Here is some information on it -
Spaghetti and Hair Worms