there is a thin metal collar that screws onto the lighter piece from below/behind the tray. Unscrew it like you would a nut and the whole sleeve comes off, releasing the plug from the front of the tray.
I just did this little job on my 69. Its easy if you have the ashtray out, and for that I had to remove all the plastic ducts behind it. Anyhow, the cigarette lighter housing srews off from behind as mentioned before. If it wont budge, you can put a screw driver in the slots where the lighter/knob sits, and then use pliars to grab the whole back collar and turn. You can see the threads in the back where the wire clips on. I used a pen shaped dremel wire brush to get in and clean where the element contacts. It was pretty rusted up but cleaned up nicely.
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