I heard that most recent icos uses Ethereum platform and make tokens on it.
Is this best option now?
Yes is the ethereum is the best option for now because many token there use a ethereum smart contracts ,Waves are good too but so far ethereum its most used.
How about cloning Bitcoin or litecoin and start new coin?
What is more good and why?
For this idk , Maybe later there will be other members who will answer it.