Greetings,
All of the Z390 based boards share similar characteristics.
There is no need to use anything but the windows media creation tool to make your W10 install media. Forget Rufus or any 3rd party apps, they aren't needed.
The install media can be used to install windows on a MBR or GPT partition. I recommend GPT, but MBR works too.
F12 during post allows you to select a one time boot menu
Incorrect BIOS setting can get you into trouble, but should not be significant enough to keep you from installing your OS.
Start by resetting the BIOS to defaults. Then start over.
Do not enable Fast Boot, its not needed.
Set CSM Support [Disabled]
Secure Boot [Enabled]
SATA Mode Selection [Intel RST Premium With Intel Optane System Acceleration]
Note: Boot Option Priorities
Specifies the overall boot order from the available devices. Removable storage devices that support GPT format will be prefixed with "UEFI:" string on the boot device list. To boot from an operating system that supports GPT partitioning, select the device prefixed with "UEFI:" string. Or if you want to install an operating system that supports GPT partitioning such as Windows 10 64-bit, select the optical drive that contains the Windows 10 64-bit installation disk and is prefixed with "UEFI:" string. In your case, this will be a USB Stick
Those are the key items you need for UEFI install
Insert your W10 boot media to a USB slot.
Save BIOS settings and restart
Tap F12, select your USB stick as the boot device
Begin windows install
When you get to the select target disk
Shift+F10 for a command prompt
Type diskpart, then press enter
Type list disk, then press enter
Identify your target...
Type select disk [?] ? will be either 0 or 1, then press enter
Now it will tell you that disk is selected
Type clean, then press enter
Type convert GPT, then press enter
Type exit, then press enter or just close the window
Back at the windows install GUI, now select the disk you just cleaned and partitioned GPT as your install target
Windows install resumes from there.
6-7 minutes later you'll have W10. Thats it.