An update - if the admin think this would be better on the MTB forum, then let me know, and I'll repost it there.
Anyway, in the shed I found half a roll of the rim sealing tape from a Joe's no flats conversion kit I had previously attempted a tubeless conversion with, using the Cube ZX20 rims (non tubeless, made by Alex rims), and standard wire bead Schwalbe Smart Sam non tubeless tyres. Less than successful as the tyre was quite a loose fit on the bead.
Anyway, this time around, I put on a single layer of the joes tape (I have a 66mm roll of 25mm tesa 4289 tape on its way from ebay, but I thought I'd experiment with what was left of the joe's stuf).
One layer of the tape applied (overlapping the valve hole 2inces either side), then burnished down with a soft tea towel, then I carefully added the joe's rubber rim strip & valve. I fitted the Btwin All Terrain Speed 7 Tubeless Ready (folding bead) tyre. Not a very tight fit on the rim, so perhaps another layer of the adhesive plastic rim tape required. But the tyre did inflate without any issue using a track pump. No obvious hissing either!
So hopefully this tubeless conversion may actually work. I do have plenty of sealant to hand, but I think I'll wait on getting my tesa tape, and add another layer and compare results. Long term though, I'll look to get a proper set of tubeless wheels