Ian, once the user tour has been seen once, there's usually a link at the bottom of the page "Reset user tours on this page". Once clicked, this might require a page refresh to restart the tour.

Tour behaviour is controlled by a bunch of JS in 'Bundle.js'. From what I can see, it should be possible to call that code in your own labels, if your site has the active content setting enabled. Otherwise, maybe the reset tour link can be restyled to appear as you need it ?

-Andrew