dont use lube/fairy liquid to begin with.. you need the rim dry to create friction..
fit the tyre to the rim and inflate as normal with a tube... put the pressure up to about 60psi and make sure the tyre is seated properly on both sides..
deflate the tube and CAREFULLY remove one side of the tyre only.. (this is why you need a dry rim. The added friction will help keep the other side of the bead in place) Remove the tube and fit the tubeless valve (no sealant at this point)
Now you can lube the second bead with a little fairy liquid. Dont go mad with it though as it stops the sealant from helping to seal any leaks in the bead..
Attach a track pump and pump away. It should seat pretty easily but if it doesnt... get someone else to man the pump while you put a little pressure on the tyre at the point it is not seating properly.. Sometimes you might need to use a garage compressor to get the bead on... some tyres just refuse to play the game..
Once you have it seated properly.. deflate the tyre, remove the valve core and put in your chosen sealant..
Reinflate and do the shake-rotate-shake-rotate dance to make sure the sealant is getting into the areas where air is leaking around the bead..
** shake and rotate dance..... hold the tyre in front of you at 3 and 9 oclock positions and shake the tyre back and forth.. rotate slightly and repeat.. keep doing it until the leaks have stopped..