Well, you can also reach it with a DVD or with an external usb hard drive.
You can also use the windows boot menu to add the window iso to and boot to the iso from the boot menu, but that will cause many issues and won't let you do a full install.
If you want to get to that screen because you have to format or partition a disk then you can do that from the recovery console using diskpart commands.
Or you could just do it from within Windows.