My new wheels arrived this week without tape and as I've never bought any before are there any do's & dont's or recommends or is it all just the same stuff?

a couple of layers of electrical tape will suffice.

Velox cloth tape is the best.

Yup, Velox is the biz.

If you can't get it, then Specialized (and others?) do some cheaper stretchy stuff thats works ok but requires some know-how on additional fitting faffage.

try ointment