How should I addSubview to cell.contentView?

A (when the cell is newly created):

- (UITableViewCell *)tableView:(UITableView *)tableView cellForRowAtIndexPath:(NSIndexPath *)indexPath 
{
    static NSString *CellIdentifier = @"Cell";

    UITableViewCell *cell = [tableView dequeueReusableCellWithIdentifier:CellIdentifier];
    if (cell == nil) {
        cell = [[[UITableViewCell alloc] initWithStyle:UITableViewCellStyleDefault reuseIdentifier:CellIdentifier] autorelease];

        CGRect frame = CGRectMake(0, 0, 160, 50);
        UILabel *label = [[UILabel alloc] initWithFrame:frame];
        label.textAlignment = UITextAlignmentRight;
        label.text = @"9:00am";
        [cell.contentView addSubview:label];
        [label release];
    }

    return cell;
}

or B (every time when the cell is found):

- (UITableViewCell *)tableView:(UITableView *)tableView cellForRowAtIndexPath:(NSIndexPath *)indexPath 
{
    static NSString *CellIdentifier = @"Cell";

    UITableViewCell *cell = [tableView dequeueReusableCellWithIdentifier:CellIdentifier];
    if (cell == nil) {
        cell = [[[UITableViewCell alloc] initWithStyle:UITableViewCellStyleDefault reuseIdentifier:CellIdentifier] autorelease];    
    }

    CGRect frame = CGRectMake(0, 0, 160, 50);
    UILabel *label = [[UILabel alloc] initWithFrame:frame];
    label.textAlignment = UITextAlignmentRight;
    label.text = @"9:00am";
    [cell.contentView addSubview:label];
    [label release];

    return cell;
}

A or B? Thanks!

UPDATE Solution (thanks for the answers):

- (UITableViewCell *)tableView:(UITableView *)tableView cellForRowAtIndexPath:(NSIndexPath *)indexPath 
{

    static NSString *CellIdentifier = @"Cell";    
    UILabel *label;
    UITableViewCell *cell = [tableView dequeueReusableCellWithIdentifier:CellIdentifier];
    if (cell == nil) {
        cell = [[[UITableViewCell alloc] initWithStyle:UITableViewCellStyleDefault reuseIdentifier:CellIdentifier] autorelease];

        CGRect frame = CGRectMake(0, 0, 160, 50);
        label = [[UILabel alloc] initWithFrame:frame];
        label.textAlignment = UITextAlignmentRight;
        label.tag = 1;
        [cell.contentView addSubview:label];
        [label release];
    } else {
        label = (UILabel *) [cell viewWithTag:1];
    }

    label.text = [NSString stringWithFormat:@"%d", [indexPath row]];

    return cell;
}