Hey there,
So, just go to the boot menu in the bios, and highlight the USB. Then normally you press F6/F7 (this may be different on your mobo, but your bios will show you - just look closely) to move the USB up to the 1st position in the boot order. Once you have done that, typically you press F10 to save and exit, or go the end tab in your bios, and choose to exit and save. Your PC should restart and automatically boot the USB.
Just go slowly. You'll see it.
edit: If you still have issues, just use the download tool from MS. You system is new enough and has TPM 2.0 and Secure boot. Why did you use Rufus?