Assume first that $X$ is a product of curves $C_1 \times C_2$. Then the Künneth formula expresses $H^1(X,\mathbb Q_\ell)$ as a sum of three pieces. Two of the pieces are generated by the classes of divisors of the form $C_1 \times y$ and $x \times C_2$, respectively, so the Tate conjecture is automatic for these. The thir piece is
$$ H^1(C_1,\mathbb Q_\ell) \otimes H^1(C_2,\mathbb Q_\ell) = \operatorname{Hom} ( H^1(C_1,\mathbb Q_\ell), H^1(C_2,\mathbb Q_\ell) (-1)$$ $$ = \operatorname{Hom} ( H^1(J(C_1),\mathbb Q_\ell), H^1(J(C_2),\mathbb Q_\ell) (-1) $$
by Poincaré duality and the isomorphism between the $H^1$ of curves and their Jacobians. So any class which is invariant (up to the cyclotomic character) comes from a map $J(C_1) \to J(C_2)$ by the Tate conjecture for abelian varieties over finite fields. Restricting, we get a map from $C_1$ to $J(C_2)$. Shifting, we get a map from $C_1$ to the space of divisor classes of degree $d$ on $C_2$ for some large $d$. Now the map from the space of divisors of degree $d$ to divisor classes of degree $d$ is a projective space bundle. Using this, we may lift the map to a map from $C_1$ to the space of divisors of degree $d$ on $C_2$
But a map from $C_1$ to the space of divisors of degree $d$ on $C_2$ is nothing but a divisor on $C_1 \times C_2$ (with no components of the form $x \times C_2$, and intersection with $C_1 \times y$ in degree $d$). The class of this divisor is the desired class, verifying the Tate conjecture for this $X$.
Now if $X$ has a finite cover of the form $C_1\times C_2$, given an invariant cohomology class on $X$ we can pull the class back to $C_1 \times C_2$, express it as a linear combination of divisor classes, and push the divisors forward to $X$, obtaining an expression for the original class after dividing by the degree of the map. Thus we also verify the Tate conjecture in this case.