Expand the categories found there to adjust your desired settings.
When you have adjusted the settings to your liking, click "Generate Settings File".
This will prompt you to save your settings file. This file is what is used to generate seeds with those settings.
At the bottom of the page, upload your settings file and click "Generate Seed"
This will prompt you to download your patch, which is unique to that seed and used in the next step, Generating the mod zip
You'll also see a seed link appear. You can view your spoiler log by clicking on the link.
If you plan on playing with client/server, you can use this link to host a server on the Archipelago website to connect to in order to use remote items.