The default install prefix is $HOME. To install in /usr/local, use cmake -DCMAKE_INSTALL_PREFIX=/usr/local .... That should be regardless of using make or ninja though.
In these modern days it might be better to change the default install prefix to $HOME/.local on POSIX machines?
I normally use a symlink from the bin directory to .../build/src/swipl and do install. One of the reasons for that is that all .pl files are accessed from the source, so I can immediately edit them and commit the changes.