Catalysts are also species in a reaction that can be recycled over and over.
If you look at the process, ammonia is consumed, but from that, NH4Cl is made. Then at a later step, NH4Cl is consumed the produces NH3, which is recycled back into the reaction. So in the end, you have an almost 0 gain/loss of NH3, and thus it can in a sense be called a catalyst.