Adapt docker image build to respect a Makefile interface

Explained in the pipeline source template.

The following pipeline uses a specific Makefile with the following targets:

• build: locally build the image out of the repository IMAGE_NAME, TAG and IMAGE_LABEL must be provided
• test: test the locally built image IMAGE_NAME, TAG must be provided
• clean: clean up locally built image (parametric on the jenkins build) IMAGE_LABEL must be provided
• push: publish to the registry IMAGE_NAME, TAG, REGISTRY_URL must be provided