The best place to start is with all settings at zero/flat. Set the volume level to a bit below the loudest you anticipate using.
Run Trueplay and listen to both TV and streaming with it on and off, stay with what sounds best.
Two interrelated settings for streaming Full/Ambient and Surround level. Try Full and Surround, for each vary the Surround level. Pick what sounds best.
Similar is the TV Surround level, pick a good 5.1 source and adjust it to where you get the rear sound to a level it sounds good but doesn't overpower the front. Note that level and do the same test with Atmos, if the level that sounds best is different note that too. This may also apply to Atmos streaming with the Beam 2, check and find the sweet spot.
The above again, but adjusting the height levels.
Try adjusting the Sub levels next, you want to try multiple sources and might find you want different levels for each.
With the basics set you can fiddle with the tone / EQ settings and find the best sound for your ears.
Last look at the loudness, switch it on and off and compare the sound. Cut the volume level by a third and try it again, then Two thirds. You might be happy just leaving it on (I am) or you might want to manually switch it at lower listening levels.
On top of adjusting Sonos for your ears and room you may find your source material is mastered with different levels, frequencies, channel balance
You now have a page of notes on sources and related settings so you can adjust your Sonos for the optimum sound for each and your ears. If / once you get tired of tweaking look for the best compromise settings and just leave them set there.
I have settled on a good compromise that sounds good for the majority of my listening. I do tweak the trebel EQ setting to account for wearing my hearing aids or not.