Firstly TurnKey Backup and Migration (aka TKLBAM) is included in all TKL appliances. If you are just evaluating it quite ok to skip that step in the setup. However IMO it is a great backup system that is unique to TKL. Have a read about it on the announcement blog post here, and in the docs here.

The Hub is a central user friendly place for controlling AWS appliance instances as well as TKLBAM backups. It is the preferred way to launch new servers. Have a read about it on the announcement blog post here, or have a look at it here.

There is a (user contributed) getting started page in the docs here. The user that set that page up wasn't using the Hub or AWS so there may be some pieces of your puzzle missing, but it should at least clarify a few things for you.

The docs have quite a few holes, but there is a lot of info in there if you care to take the time to browse (link at the top of the page under help). And while not perfect, the search function can bring up some good info. There is a lot of good stuff buried in the forums.