'End' in this case is just referring to the end of the zoom range available. So zooming in on an 18-55 lens would take you to the 55mm end of the zoom range, which would be the telephoto end, and the 18 mm end of the zoom range would be the wide angle 'end' (although on this lens the telephoto end isn't very telephoto). So while it may sound like a physical 'end' they're referring to, it's just the ends of the zoom range of the lens they are referring to