For salsa, on rimmed baking pan, broil tomatoes, jalapeño and onion in a single layer 5 minutes or until charred, turning once. In blender, purée garlic, ½ teaspoon salt and charred vegetables until almost smooth.
Preheat oven to 500°. In medium bowl, stir masa flour, 1½ cups water and ½ teaspoon salt until dough forms; knead 2 minutes or until smooth. Divide dough into 8 balls; roll each ball into a 4-inch circle between sheets of wax paper.
In small saucepan, heat beans with their liquid, 1 tablespoon oil, cumin and remaining ½ teaspoon salt to a boil over medium-high heat. In blender, purée bean mixture until smooth, occasionally scraping down sides.
Heat large skillet over medium-high heat. In 2 batches, cook dough circles 3 minutes or until golden brown, turning once. Cool slightly; with fingers, press up edges of each circle to form memelas. In same skillet, heat remaining 1 tablespoon oil over medium heat; in 2 batches, add eggs and fry 3 minutes or to desired doneness.
On rimmed baking pan, place memelas in single layer; top with bean mixture, poblano and cheese. Bake 5 minutes or until cheese is bubbly and melts. Serve memelas topped with salsa and fried eggs; garnish with cilantro sprigs and black pepper, if desired.