COMBINE flour and yeast packets from roll mix in large bowl. Stir in water, butter and egg until dough pulls away from sides of bowl. Add jalapeño pepper and cilantro. Knead on lightly floured surface 5 minutes or until smooth, adding more flour as needed. Cover with large bowl; let rest 5 minutes. Whisk together melted butter and cumin in shallow bowl.
HEAT oven to 350°F. Coat 12-inch oven-proof skillet or 13 x 9-inch baking dish with no-stick cooking spray. Divide dough into 24 pieces. Shape into balls. Coat lightly with butter mixture and place in prepared pan. Cover and let rise in warm place for 20 to 30 minutes or until doubled in size.
UNCOVER dough. Bake 25 to 30 minutes or until light golden brown. Brush tops with remaining butter. Sprinkle with cheese. Bake an additional 2 to 3 minutes or until cheese is melted. Cool 10 minutes.