passing lambda as argument - by reference or value?

I've written a template code that takes a functor as an argument and after some processing, executes it. Although someone else might pass that function a lambda, a function pointer or even an std::function but it is meant primarily for lambda(not that I ban other formats). I want to ask how should I take that lambda - by value? by reference? or something else.

Example code -

#include <iostream>
#include <functional>
using namespace std;

template<typename Functor>
void f(Functor functor)
{
    functor();
}

void g()
{
    cout << "Calling from Function\n";
}

int main() 
{
    int n = 5;

    f([](){cout << "Calling from Temp Lambda\n";});

    f([&](){cout << "Calling from Capturing Temp Lambda\n"; ++n;});

    auto l = [](){cout << "Calling from stored Lambda\n";};
    f(l);

    std::function<void()> funcSTD = []() { cout << "Calling from std::Function\n"; };
    f(funcSTD);

    f(g);
}

In above code, I've a choice of making it either of these -

template<typename Functor>
    void f(Functor functor)

template<typename Functor>
    void f(Functor &functor)

template<typename Functor>
    void f(Functor &&functor)

What would be the better way and why? Are there any limitations to any of these?