More build pipeline fixes

[webvictim]

• We have a surplus v in the path for uploaded FIPS artifacts which prevents uploads to S3 from working correctly.
• We are specifying RUNTIME for an RPM build that doesn't need it, which is confusing the RPM build script.
• When building Docker images using make image or make -C e image-fips, it's always been assumed that these commands are run by Jenkins, which has an external script that will set the VERSION and GITTAG variables. This isn't a safe or healthy assumption, so we're now being more explicit about passing the variables around when they're needed.
• Jenkins also has an external script to set FIPS=yes when requesting that binaries are built, which we shouldn't assume exists. If we're running the build-binaries-fips command, it needs to set FIPS=yes itself.
• The build-binaries and build-binaries-fips commands previously called make all which doesn't add the web assets to Teleport binaries. They now call make full, which does add the web assets. This was an oversight on my part.
  • Docker builds previously worked in Jenkins by what seems to be sheer fluke - because the make image command is wrapped by another script that builds the binaries before it's invoked (and make clean was never previously run before make image), it was just picking up those leftover binaries for the Docker image.
  • After things got tidied up in the Makefile to make way for the introduction of Drone, this assumption for Jenkins didn't hold true any more. It's now explicit that make image and make -C e image-fips need to build their own binaries beforehand.

Fixes #4203

[webvictim]

Reminder to self: add change for clean_ami_name -> clean_resource_name into the backport PR.