pick up some water based wooden floor varnish. Choose a satin or gloss depending on what you have.
Then 2 approaches:
if you think you can just touch up the local area then remove and rough edges/loose material with some fine wet and dry or if not gentle rub down the whole section. Only use something like P1200.
Then carefully brush it on (airbrush spray is better if you have one) and let it dry for at least 24 hours away from any dust. Don’t expect a perfect finish though – although you can always rub it down with wet P1200 a few days later – but only gloss.
Or if they are just fine scratches then just try rubbing them with wet and soapy P1200 wet and dry or just leave them as it’s a bike and going to get marked anyway!
edit: Halfords do a spray PU lacquer for alloy wheels which will give a better finish. Wear a mask when you spray it.