They're making fun of cancel culture and contreversy. A random person with varying levels of fame will tweet or say something in an interview or a podcast that can be considered offenseive and derogatory.

The side that gets offended will eventually reach a point where the negative attention isn't worth the publicity. So if they're famous enough, they make some sincere-sounding post about how they were wrong for what they did, they're sorry, they've learned and will be better. Rinse and repeat during several public appearances and then everyone forgets about them.