This technique was used, for example, on the launch and transfer orbit injection of the first two SpaceX Falcon 9 v1.1 GTO launches in December 2013 and January 2014, SES-8 and Thaicom 6 (-apogee), respectively. In both cases, the satellite owner uses the propulsion built into the satellite to reduce the apogee and circularize the orbit to a geostationary orbit.
This has also been a common practice by ULA, including the WGS communications satellite constellation. This technique was also used on the launch of SES-14 and Al Yah 3 during Ariane 5 flight VA241.