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Then use the valve collar to pull it down as hard as you can, I use plyers to do this. I've found that when inflating for the first time most air will escape around the valve so making sure it's as tight as possible really helps.
Its a good idea to eliminate the chances of air escaping around the valve / rim interface, but finger tight will mostly do it, and will mean than when you need to swap out to a tube in the field you won't need pliers - that you inevitably won't be carrying - to release the tubeless valve.
If you do the valve up plier tight, once inflated & mounted, back it off to 'can get it off with fingers tight', for an easy life should it come to an involuntary return to tubes.
I'm using some Shimano RS11's on tubeless with a couple of wraps of Stans tape and it's worked fine. One tip to help get them inflated/seated is to get the tyre on, then push the valve up inside it then pull it back down to make sure it's not blocking the bead from sitting in the rim. Then use the valve collar to pull it down as hard as you can, I use plyers to do this. I've found that when inflating for the first time most air will escape around the valve so making sure it's as tight as possible really helps.