Microsoft has made available the Windows 11 ISO and the Windows 10 ISO for download. In our last post, we saw how you could use Windows Media Creation Tool to create an Installation media. In this post, we will see how to use this Windows 11/10 ISO to upgrade your Windows version.
If you upgrade to Windows 11 or Windows 10, the new OS will take the product key and activation details from your earlier OS. These are then saved on Microsoft servers, along with your PC details.
If you clean install Windows the first time, you may face activation problems. If you performed an upgrade the first time, activated Windows 11/10, and then clean installed Windows 11/10 on the same PC, then there will be no activation issues, as the OS will pull activation details from Microsoft servers. So, if your Windows isn’t activated, we suggest you not perform a clean install the first time. First Upgrade, Activate and then Clean Install.
You might want to first backup your important data to an external drive before you proceed with the upgrade process. Also, make sure you have Windows login password ready. And although you won’t need it during the upgrade process, it might be a good idea to find and down your Windows product key somewhere.
Upgrade to Windows 11/10 using ISO
Browse to the folder where you saved the Windows 11/10 ISO file and right-click on it. Select Open with Windows File Explorer.
You will be able to see the contents of the ISO file. Click on setup.
The setup will begin, and you will be asked if you want to download updates now or later.
Clicking on Next will start downloading the updates.
This will be followed by, the setup getting a few things ready.
Once you are all set, you will be asked to Accept the license terms.
Click on Accept to proceed. You will see a Making sure …. message. The setup will make sure that your PC is ready to install. If anything requires your attention, it will be highlighted.
It could be a message about Language Packs, media Center or anything else. Here you can also click on the Choose what to keep link-
- Keep personal files, apps, and Windows settings
- Keep personal files only
- Nothing.
Click on Install to proceed. Your computer will commence installation and restart several times.
Finally, you will see the following screen at boot.
Once the upgrade is completed, you will see the following welcome screen.
After logging for the first time, you may see the following screen. You can click on Use Express setting, or you may Customize.
If you choose to Customize, you will be able to personalize your speech, typing, location settings …
… set browser, connectivity and error reporting settings.
You will be informed about the new apps in Windows 11/10. You may choose your default apps here or move on.
Finally, after a few ‘Taking care of a few things’ messages, you will be taken to your Windows desktop.
Once on your desktop, there are a few things you need to do after you upgrade to Windows 11 or Windows 10 as the case may be. We will cover that shortly in a separate post.
Read:
- How to Migrate Windows from HDD to SSD free.
- How to Boot or Repair Windows using the Installation Media.
Clean install Windows 11/10
If you wish to clean install Windows 11/10 on your computer, burn the Windows 11/10 ISO using the Windows Media Creation Tool to create an Installation media. Make sure your BIOS settings allow you to boot from a USB. Plug in the USB and restart your PC.
On the restart, your PC will boot from the USB, and the installation process will start. The process is more or less the same. You will, however, be asked to choose the system drive and or if you want to format the drive.
This post shows how to clean install Windows 11/10 using a USB.
— Update: 11-02-2023 — us.suanoncolosence.com found an additional article Perform clean install of Windows 10 (six ways) from the website pureinfotech.com for the keyword clean install or upgrade to windows 10 using windows 10 iso.
- To clean install Windows 10, boot PC with a USB bootable flash drive, continue with on-screen directions, skip activation, and select the “Custom” option. Then select the installation drive, click “Next,” and finish the out-of-the-box experience (OOBE).
- Also, you can do a clean installation of Windows 10 with the Media Creation Tool, Reset this PC feature, Advanced startup, or ISO file.
A clean install of Windows 10 is recommended for upgrading to the latest operating system version. The reason is that this method allows you to erase the hard drive and start with a fresh copy of Windows 10 without custom settings, drivers, apps, or files that may interfere with the upgrade process.
If you have had the same installation for a long time, this process can also help fix performance issues, problems shutting down and starting up, memory, and apps. Also, a clean installation is the process of choice to upgrade from an older version like Windows 7 or 8.1. Or you can use this option to delete all preloaded bloatware from the manufacturer image on a new computer.
Whatever the reason, Microsoft offers several ways to perform a clean install of Windows 10, including using a USB flash drive to set up the installation on an SSD (Solid-State Drive). You can use the Media Creation Tool to do a fresh install on a device already running Windows 10. It’s also possible to use the “Reset this PC” feature to quickly wipe out the hard drive and reinstall the operating system without additional tools. Or, if the computer does not start, you can use the Advanced startup options or mount the ISO file to File Explorer to complete a clean install.
This guide will teach you the different ways to perform a clean installation of Windows 10 on your computer, whether you plan to reinstall the same version or upgrade to a later release, including version 22H2, 21H2, 21H1, or 20H2.
- Clean install Windows 10 from USB
- Clean install Windows 10 from Media Creation Tool
- Clean install Windows 10 from Reset this PC (local)
- Clean install Windows 10 from Reset this PC (cloud)
- Clean install Windows 10 from WinRE
- Clean install Windows 10 from ISO file
Clean install Windows 10 from USB
The best way to complete a fresh installation of Windows 10 is to use a USB flash drive, which you must first create using the Media Creation Tool, Command Prompt, or third-party tools like Rufus. Also, you must ensure the computer can start from USB, which means you may need to adjust the BIOS or UEFI settings. However, since most devices have different settings, you must check your manufacturer support website for more specific details.
To clean install Windows 10 from USB, use these steps:
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Start the PC with the Windows 10 USB flash drive.
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Press any key to continue.
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Click the Next button.
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Click the Install now button.
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Click the “I don’t have a product key” option if you are doing a reinstallation. If Windows 10 was already activated after the installation, reactivation would happen automatically.
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Select the edition of “Windows 10” that your license key activates (if applicable).
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Check the “I accept the license terms” option.
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Click the Next button.
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Select the “Custom: Install Windows only (advanced)” option to perform a clean install.
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Select each partition in the hard drive you want to install Windows 10 and click the Delete button. (Typically, the “Drive 0” is the drive that contains all the installation files.)
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Select the hard drive (Drive 0 Unallocated Space) to install Windows 10.
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Click the Next button.
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Select your region setting after the installation on the first page of the out-of-the-box experience (OOBE).
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Click the Yes button.
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Select your keyboard layout setting.
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Click the Yes button.
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Click the Skip button if you do not need to configure a second layout.
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The computer will automatically connect to the network using an Ethernet connection. If you have a wireless connection, you must set up the link manually (a security key may be required).
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Select the “Set up for personal use” option for Windows 10 Pro. (The “Home” edition does not have this option.)
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Click the Next button.
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Confirm your Microsoft account email, phone number, or Skype identification to create an account.
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Click the Next button.
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Confirm your Microsoft account password.
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Click the Next button.
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Click the “Create a PIN” button.
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Create a new PIN password.
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Click the OK button.
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Confirm the privacy settings best suit your needs by turning on or off the toggle switch for each option.
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Click the Accept button.
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(Optional) On the “Customize your device” page, select one or more ways you plan to use the device to allow the setup to suggest tools and services customization during this experience.
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Click the Accept button to continue. Or click the Skip button to skip this part of the setup.
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Click the “No, thanks” button to skip linking your phone to your PC. (You can always do this from the Settings app.)
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Click the Next button to allow OneDrive to automatically upload your Desktop, Pictures, and Documents folders to the cloud. Or click the “Only save files to this PC” option to skip this step.
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Click the “No, thanks” button to skip the Microsoft 365 setup.
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Click the Decline button to skip the OneDrive storage offer.
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Click the “No Thanks” button to skip the Game Pass offer.
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Click the “Not now” button to disable Cortana.
Once you complete the steps, Windows 10 will apply the settings and finish the setup.
Clean install Windows 10 from Media Creation Tool
You can also perform a clean installation using the Media Creation Tool with the option to keep nothing. This option is available for devices already using Windows 10, Windows 8.1, or Windows 7, and it provides an option to roll back to the previous installation.
To clean install Windows 10 with the Media Creation Tool, use these steps:
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Under the “Create Windows 10 installation media” section, click the “Download tool now” button.
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Save the installer to the device.
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Double-click the MediaCreationToolXXXX.exe file to launch the tool.
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Click the Accept button.
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Select the “Upgrade this PC now” option.
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Click the Accept button again.
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Click the “Change what to keep” option.
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Select the Nothing option.
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Click the Next button.
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Click the Install button.
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Select your region setting after the installation on the first page of the out-of-the-box experience (OOBE).
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Click the Yes button.
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Select your keyboard layout setting.
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Click the Yes button.
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Click the Skip button if you do not need to configure a second layout.
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The computer will automatically connect to the network using an Ethernet connection. If you have a wireless connection, you must set up the link manually (a security key may be required).
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Select the “Set up for personal use” option for Windows 10 Pro. (The “Home” edition does not have this option.)
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Click the Next button.
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Confirm your Microsoft account email, phone number, or Skype identification to create an account.
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Click the Next button.
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Confirm your Microsoft account password.
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Click the Next button.
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Click the “Create a PIN” button.
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Create a new PIN password.
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Click the OK button.
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Confirm the privacy settings best suit your needs by turning on or off the toggle switch for each option.
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Click the Accept button.
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(Optional) On the “Customize your device” page, select one or more ways you plan to use the device to allow the setup to suggest tools and services customization during this experience.
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Click the Accept button to continue. Or click the Skip button to skip this part of the setup.
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Click the “No, thanks” button to skip linking your phone to your PC. (You can always do this from the Settings app.)
-
Click the Next button to allow OneDrive to automatically upload your Desktop, Pictures, and Documents folders to the cloud. Or click the “Only save files to this PC” option to skip this step.
-
Click the “No, thanks” button to skip the Microsoft 365 setup.
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-
Click the Decline button to skip the OneDrive storage offer.
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Click the “No Thanks” button to skip the Game Pass offer.
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Click the “Not now” button to disable Cortana.
After you complete the steps, the setup will continue with the fresh installation of the operating system.
Clean install Windows 10 from Reset this PC (local)
Using the local image, you can also use the recovery settings to start fresh with a clean copy of Windows 10. However, unlike the USB, Media Creation Tool, and ISO file methods, you can only use this option to reinstall the same version of Windows 10 already on the computer. If you want to upgrade to a newer version, you will need to use one of the other alternative methods.
To clean install Windows 10 with the Reset this PC feature using the local image, use these steps:
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Open Settings.
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Click on Update & Security.
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Click on Recovery.
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Under the “Reset this PC” section, click the Get started button.
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Click the “Remove everything” option to perform a fresh install of Windows 10.
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Click the “Local reinstall” option.
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(Optional) Click the Change settings option.
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Configure the reinstallation options:
- Clean data: If this option is set to No (recommended), then the setup will only delete files, apps, and settings quickly. If the option is set to Yes, the setup will securely clean the drive before installing the operating system, but it will take longer.
- Delete files from all drives: Only the installation drive will be erased if the option is set to No (recommended). Otherwise, if this option is set to Yes, all the drives on the device will be deleted.
- Download Windows: If this option is set to No (recommended), the local image will be used for installation. If the option is set to Yes, the “Cloud download” option will be activated.
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Click the Confirm button.
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Click the Next button.
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Click the Reset button.
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Select your region setting after the installation on the first page of the out-of-the-box experience (OOBE).
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Click the Yes button.
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Select your keyboard layout setting.
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Click the Yes button.
-
Click the Skip button if you do not need to configure a second layout.
-
The computer will connect to the network automatically if it uses an Ethernet connection. If you have a wireless connection, you must set up the link manually (a security key may be required).
-
Select the “Set up for personal use” option for Windows 10 Pro. (The “Home” edition does not have this option.)
-
Click the Next button.
-
Confirm your Microsoft account email, phone number, or Skype identification to create an account.
-
Click the Next button.
-
Confirm your Microsoft account password.
-
Click the Next button.
-
Click the “Create a PIN” button.
-
Create a new PIN password.
-
Click the OK button.
-
Confirm the privacy settings best suit your needs by turning on or off the toggle switch for each option.
-
Click the Accept button.
-
(Optional) On the “Customize your device” page, select one or more ways you plan to use the device to allow the setup to suggest tools and services customization during this experience.
-
Click the Accept button to continue. Or click the Skip button to skip this part of the setup.
-
Click the “No, thanks” button to skip linking your phone to your PC. (You can always do this from the Settings app.)
-
Click the Next button to allow OneDrive to automatically upload your Desktop, Pictures, and Documents folders to the cloud. Or click the “Only save files to this PC” option to skip this step.
-
Click the Decline button to skip the OneDrive storage offer.
-
Click the “No Thanks” button to skip the Game Pass offer.
-
Click the “No, thanks” button to skip the Microsoft 365 setup.
-
Click the “Not now” button to disable Cortana.
Once you complete the steps, a clean installation will be performed using the local image. If this is a branded computer, the setup will restore all the original settings previously available with the device. This means manufacturer-specific settings, drivers, applications, and tools. If you don’t want to reinstall the custom image provided by the manufacturer, use the “Cloud Download” option (see steps below).
Clean install Windows 10 from Reset this PC (cloud)
Windows 10 also includes the “Cloud Download” option in the “Reset this PC” feature, which allows you to reset the device with a clean installation, removing apps, files, and settings like the local image option. However, the difference is that when you select this option, the setup will download a fresh installation image from the Microsoft server.
This option has been designed to reinstall Windows 10 when the recovery feature is not working with the local image or using a branded computer with a custom image. If you choose this option, the setup will download the same version already installed on the device, which means you cannot use this method to upgrade the computer to a newer version. Also, if the device has a custom image from the manufacturer, this option will replace it with the one from Microsoft with all the standard settings and without custom drivers or trial software and tools.
To reinstall Windows 10 with the Reset this PC using the “Cloud Download” option, use these steps:
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Open Settings.
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Click on Update & Security.
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Click on Recovery.
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Under the “Reset this PC” section, click the Get started button.
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Click the “Remove everything” option.
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Click the “Cloud Download” option.
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(Optional) Click the Change settings option.
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Configure the reinstallation options: Clean data:
- Clean data: If this option is set to No (recommended), then the setup will only delete files, apps, and settings quickly. If the option is set to Yes, the setup will securely clean the drive before installing the operating system, but it will take longer.
- Delete files from all drives: Only the installation drive will be erased if the option is set to No (recommended). Otherwise, if this option is set to Yes, all the drives on the device will be deleted.
- Download Windows: If the option is set to Yes (recommended), the “Cloud download” option will be activated. If this option is set to No, then the local image will be used for installation.
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Click the Confirm button.
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Click the Next button.
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Click the Reset button.
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Select your region setting after the installation on the first page of the out-of-the-box experience (OOBE).
-
Click the Yes button.
-
Select your keyboard layout setting.
-
Click the Yes button.
-
Click the Skip button if you do not need to configure a second layout.
-
The computer will connect to the network automatically if it uses an Ethernet connection. If you have a wireless connection, you must set up the connection manually (a security key may be required).
-
Select the “Set up for personal use” option for Windows 10 Pro. (The “Home” edition does not have this option.)
-
Click the Next button.
-
Confirm your Microsoft account email, phone number, or Skype identification to create an account.
-
Click the Next button.
-
Confirm your Microsoft account password.
-
Click the Next button.
-
Click the “Create a PIN” button.
-
Create a new PIN password.
-
Click the OK button.
-
Confirm the privacy settings best suit your needs by turning on or off the toggle switch for each option.
-
Click the Accept button.
-
(Optional) On the “Customize your device” page, select one or more ways you plan to use the device to allow the setup to suggest tools and services customization during this experience.
-
Click the Accept button to continue. Or click the Skip button to skip this part of the setup.
-
Click the “No, thanks” button to skip linking your phone to your PC. (You can always do this from the Settings app.)
-
Click the Next button to allow OneDrive to automatically upload your Desktop, Pictures, and Documents folders to the cloud. Or click the “Only save files to this PC” option to skip this step.
-
Click the “No, thanks” button to skip the Microsoft 365 setup.
-
Click the Decline button to skip the OneDrive storage offer.
-
Click the “No Thanks” button to skip the Game Pass offer.
-
Click the “Not now” button to disable Cortana.
Once you complete the steps, the feature will take over and reset your device to the default settings by erasing and reinstalling a fresh copy of Windows 10 downloaded from the cloud.
Clean install Windows 10 from WinRE
If the computer does not start correctly and you want to reinstall Windows 10 to resolve the problem, the Windows Recovery Environment (WinRE) includes an option to perform a clean installation using the local or cloud image.
Technically, these are the same options available through the “Reset this PC” settings. However, you can also access the feature through the “Advanced startup” option, making it ideal for performing a clean installation of Windows 10 when the computer has problems. Or when you cannot boot the system to access the Settings app.
Again, you can only use this option to reinstall the same operating system version already installed on the computer. If you also want to upgrade to the latest version, you must use the Media Creation Tool, ISO file, or USB options.
To clean install Windows 10 from the Windows Recovery Environment, use these steps:
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Start device.
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Immediately after the Power-On Self-Test (POST), press the Power button again to shut down.
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Repeat steps 1 and 2 twice, and in the third restart, the operating system should enter the Windows Recovery Environment (WinRE).
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Click the Advanced options button.
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Click on Troubleshoot.
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Click on the “Reset this PC” option.
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Select the “Remove everything” option.
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Click the Cloud download or Local reinstall option. Cloud download: Downloads a fresh image from the Microsoft servers and performs a fresh installation. Local reinstall: Uses the locally available image to install a clean copy of Windows 10.
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Select the “Only the drive where Windows is installed” option. (The All drives option will delete the data on all drives. This option is usually recommended only when you want to decommission the device.)
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Select the “Just remove my files or Full clean the drive” option.
- Just remove my files: Deletes the drive contents quickly.
- Full clean the drive: It also deletes everything on the drive but performs a secure erase that takes several hours—this option is suited when preparing to give away the device.
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Click the Reset button.
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Select your region setting after the installation on the first page of the out-of-the-box experience (OOBE).
-
Click the Yes button.
-
Select your keyboard layout setting.
-
Click the Yes button.
-
Click the Skip button if you do not need to configure a second layout.
-
The computer will connect to the network automatically if it uses an Ethernet connection. If you have a wireless connection, you must set up the connection manually (a security key may be required).
-
Select the “Set up for personal use” option for Windows 10 Pro. (The “Home” edition does not have this option.)
-
Click the Next button.
-
Confirm your Microsoft account email, phone number, or Skype identification to create an account.
-
Click the Next button.
-
Confirm your Microsoft account password.
-
Click the Next button.
-
Click the “Create a PIN” button.
-
Create a new PIN password.
-
Click the OK button.
-
Confirm the privacy settings best suit your needs by turning on or off the toggle switch for each option.
-
Click the Accept button.
-
(Optional) On the “Customize your device” page, select one or more ways you plan to use the device to allow the setup to suggest tools and services customization during this experience.
-
Click the Accept button to continue. Or click the Skip button to skip this part of the setup.
-
Click the “No, thanks” button to skip linking your phone to your PC. (You can always do this from the Settings app.)
-
Click the Next button to allow OneDrive to automatically create a backup of your Desktop, Pictures, and Documents folders to the cloud. Or click the “Only save files to this PC” option to skip this step.
-
Click the “No, thanks” button to skip the Microsoft 365 setup.
-
Click the Decline button to skip the OneDrive storage offer.
-
Click the “No Thanks” button to skip the Game Pass offer.
-
Click the “Not now” button to disable Cortana.
Once you complete the steps, the process will take over and reset your computer to the default settings by erasing and reinstalling a clean copy of Windows 10. The completion time will depend on your computer hardware configuration and selected reset configuration.
Clean install Windows 10 from ISO file
If you only have a Windows 10 ISO file, a USB flash drive or disc is not required to continue with the installation. You can always mount the ISO in File Explorer to launch a clean install or in-place upgrade on a device with the operating system already installed.
To clean install Windows 10 from an ISO file, use these steps:
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Download the Windows 10 ISO without using the Media Creation Tool.
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Right-click the ISO file and select the Mount option.
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Select the virtual drive from the left navigation pane.
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Double-click the Setup file to begin the Windows 10 installation.
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(Optional) Click the “Change how Windows Setup downloads updates” option.
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Select the “Not right now” option.
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Click the Next button.
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Click the Accept button to agree to the terms.
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Click the “Change what to keep” option.
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Select the Nothing option.
-
Click the Next button.
-
Click the Install button.
-
Select your region setting after the installation on the first page of the out-of-the-box experience (OOBE).
-
Click the Yes button.
-
Select your keyboard layout setting.
-
Click the Yes button.
-
Click the Skip button if you do not need to configure a second layout.
-
The computer will connect to the network automatically if it uses an Ethernet connection. If you have a wireless connection, you must set up the connection manually (a security key may be required).
-
Select the “Set up for personal use” option for Windows 10 Pro. (The “Home” edition does not have this option.)
-
Click the Next button.
-
Confirm your Microsoft account email, phone number, or Skype identification to create an account.
-
Click the Next button.
-
Confirm your Microsoft account password.
-
Click the Next button.
-
Click the “Create a PIN” button.
-
Create a new PIN password.
-
Click the OK button.
-
Confirm the privacy settings best suit your needs by turning on or off the toggle switch for each option.
-
Click the Accept button.
-
(Optional) On the “Customize your device” page, select one or more ways you plan to use the device to allow the setup to suggest tools and services customization during this experience.
-
Click the Accept button to continue. Or click the Skip button to skip this part of the setup.
-
Click the “No, thanks” button to skip linking your phone to your PC. (You can always do this from the Settings app.)
-
Click the Next button to allow OneDrive to automatically create a backup of your Desktop, Pictures, and Documents folders to the cloud. Or click the “Only save files to this PC” option to skip this step.
-
Click the Decline button to skip the OneDrive storage offer.
-
Click the “No Thanks” button to skip the Game Pass offer.
-
Click the “No, thanks” button to skip the Microsoft 365 setup.
-
Click the “Not now” button to disable Cortana.
Once you complete the steps, the clean installation process will begin, like using the Media Creation Tools or USB flash drive to upgrade the system.
— Update: 19-03-2023 — us.suanoncolosence.com found an additional article How To Clean Install Windows 10 From ISO File (Without USB/DVD) from the website www.intowindows.com for the keyword clean install or upgrade to windows 10 using windows 10 iso.
Windows operating system’s performance deteriorates with time. The best possible fix to make Windows fast again is to reinstall or perform a clean install of Windows 10 by deleting files, settings, and installed programs.
Traditionally, when it comes to installing or reinstalling Windows, users prepare a bootable media and then use it to install/reinstall Windows operating system.
To clean install or reinstall Windows 10, you don’t need to prepare a bootable USB of Windows 10. All you need is Windows 10 ISO, which you can get from Microsoft with the help of the official Media Creation Tool.
Install Windows 10 directly from ISO file
Well, it’s possible to clean install or reinstall Windows 10 from an ISO file. Clean installing Windows 10 from ISO is not vastly different from clean installing Windows 10 from USB or DVD. The only difference is that we are not going to create bootable media while installing Windows 10 directly from the ISO file.
What about the product key?
Note that you won’t need a product key if you have legally upgraded your current PC from Windows 7/8.1 to Windows 10 and successfully activated it, before clean installing Windows 10 on the same PC. Likewise, if you got Windows 10 preloaded on your PC and activate your copy of Windows 10, you have nothing to worry about.
When you are prompted to enter a product key during the product installation, click the Skip button. Your PC will be automatically activated after installing Windows 10 as long as you have installed the same edition of Windows 10 was activated on your current PC by using the free upgrade offer.
However, when you clean install Windows 10 on a different PC or newly built PC, you will have to enter a valid product key.
If at all, Windows 10 is not activated after the clean install or reinstall, use the built-in activation troubleshooter to fix the issue.
Perform a clean install of Windows 10 from ISO image
Here is how to clean install Windows 10 from the ISO image file without having to create a bootable USB or DVD.
Step 1: If you haven’t downloaded your Windows 10 ISO yet, please follow the instructions in our download Windows 10 ISO from Microsoft guide to download the ISO image file.
Step 2: On your Windows 10 PC, where you want to perform a clean install of Windows 10, back up all data as we are going to clean install Windows 10 by removing installed programs and personal files. So it’s a good idea to backup everything using the right backup solution.
Step 3: Right-click on the Windows 10 ISO image file, and then click Mount option to mount the ISO image.
Step 4: Open up This PC, and then open up the newly mounted drive (containing Windows 10 installation files) by right-clicking on the drive and then clicking Open in new window option.
Step 5: Perform a double-click on the Setup.exe file to launch the Windows 10 Setup.
Step 6: When you see the following screen, select the first option labeled Download and install updates (recommended), or you can also choose the option titled Not right now, as we can always download and install updates after clean installing Windows 10.
If you have selected Download and install updates option, the setup will check for available updates and download them if available.
Step 7: Next is the user agreement screen where you need to click the Accept button to accept the license terms to install and use Windows 10.
Step 8: Once again, the setup might start looking for updates and download them.
Step 9: Once everything is ready, you will see Ready to install screen.
Step 10: Here, select Keep nothing if you want to perform a clean install of Windows 10 by removing all installed programs and data. We have chosen Keep personal files and apps as we don’t want to lose installed apps and important data.
And if you want to keep your data, please select Keep personal files option by clicking Change what to keep link.
Step 11: Finally, click the Install button to begin installing Windows 10.
Note that although the installation screen shows an “Upgrading” message, it’s actually clean installing. From here on, follow the straight-forward on-screen directions to complete installing or reinstalling Windows 10.
Source: https://www.thewindowsclub.com/clean-install-or-upgrade-to-windows-10-using-windows-10-iso