I'm not familiar with the toe-heel swivels in the cha cha. Actually, toe-heel action doesn't strike me as being very cha cha-ish at all. But it must be in somebody's syllabus, or you wouldn't be asking about it. Where did you learn it?
Anyway, a toe-heel action is pretty straightforward, and I can't imagine too much variety in any case (other than choreographic considerations such as what foot to start on, how many iterations, etc). Sometimes you might dance them tight and high and sharp, other times perhaps low and wide. If I were doing them in cha cha I might opt for tight and high, and I'd probably cheat by doing a sort of a "toe-toe" swivel. That is to say, I'd flick a tight little pointed foot outward rather than a big juicy swing-style heel.
I hope this kinda answers your question.
Sincerely,
Jonathan Atkinson