You set up a margin account with etrade. Once you have the margin account you can sell stock you do not own. You are borrowing it from etrade. The following is from etrade FAQ on margin accounts.
Mechanism is a margin account (as opposed to cash account) where you put a predetermined percentage of security value in cash (a % of security purchase price) and brokerage firm “lends” you the rest (for cash account you have to have 100% of the security purchase price).
From the brokerage firm perspective, it’s like a loan that is fully collateralized.