This paper considers wireless uplink information and downlink power transfer in cell-free massive multiple-input multiple-output systems. The single-antenna user equipments (UEs) utilize the energy harvested in the downlink to transmit uplink pilot and information signals to the multiple-antenna access points (APs). We consider Rician fading and maximum ratio processing based on either linear minimum mean-squared error (LMMSE) or least-squares (LS) channel estimation. We derive the average harvested energy by using a practical non-linear energy harvesting circuit model for both coherent and non-coherent transmission schemes. Furthermore, the uplink spectral efficiency (SE) is derived for all the considered methods and the max-min fairness problem is cast where the optimization variables are the AP and UE power control coefficients together with the large-scale fading decoding vectors. The objective is to maximize the minimum SE of the UEs' under APs' and UEs' transmission power constraints. A novel alternating optimization algorithm with guaranteed convergence and improvement at each step is proposed to solve the highly-coupled non-convex problem.