My echeveria is very stretched and pale, what should I do?

Where do you have it now, near a window or more toward the interior of the house?

What you're describing is etiolation, which basically means the plant is desperately searching for light and that's why it grows upward but stretches out and loses color. The solution is to give it more direct light. If you have it far from windows, move it as close as you can to one that gets sun for several hours a day. Echeverias are succulents that are pretty demanding when it comes to light, so ideally they need a very bright spot. If you only have north-facing or very dark windows, a grow lamp also works, but natural light is always best.

Besides moving the pot, you can take the opportunity to prune it. Cut off the most stretched part - the one that's most pale - and let it dry for a couple of days. After that you can plant it in fresh succulent substrate and you'll have a more compact plant; the pieces you removed can also become cuttings if you leave them on dry substrate for a few weeks. In the meantime, the mother plant is going to put out new side shoots that, if they're in good light, will come out sturdier and with better color.

Don't move it suddenly into strong direct light or it'll get burned after being in shade - you have to acclimate it gradually. What it's lacking is light, but while you're adapting it to a brighter spot you can cut off the stretched parts so it'll regrow compact, and you can propagate those cuttings in dry soil.