I think the insides of steel rims are goig to rust regardless of what you use as lube. Unless you never park to ride in rain - or wash the bike with water - some moisture will get past the spokes.
Anyway, I've used soapy water and store-bought tire lube on every tire change. Rust is there but not severe. I would not use WD40 or any similar chemical, it could deteriorate the rubber.
Tubeless tires on tube rims are hard to seat properly. The tubeless rim profile is different and the tire bead is different from tube-type tires. The difference between seating a tube type tire and a tubeless (on a tube rim) is night and day.
I use lube, inflate to about 25psi and then whack the heck out of the tire all around with a rubber mallet. Then I inflate to whatever the sidewall listed max pressure is plus 10psi (sidewall pressure is "cold" and a tire will always increase pressure as it heats during use so 10psi more is safe) and whack it some more. This usually seats the bead evenly but if not I deflate it, break the bead off the rim, and try again.