I like to use tape that is around 5mm wider than the measured internal rim width, for example on a 30mm rim I will use a 35mm rim tape (like the rim here). I find that this gives the best coverage of the rim with enough tape to cover down into the well at the centre of the rim and right to the edge of the rim and even up the sidewalls slightly. This means that the tyre sits on the rim tape and won’t peel the tape back as the tyre is pushed off the bead when removing it.
Do, use rim tape that is very sticky and has an element of stretch to it.
Some rim tapes don’t have any stretch and this makes them a nightmare to fit to certain rims that have deeper wells in the centre of them. A tape with a bit of stretch, like the Peaty’s tape, can make it a lot easier to get the tape to conform to the shape of the rim.
Do, overlap the tape at the ends.
I always make sure to overlap the tape by at least a few spoke holes, this makes sure that there’s less chance of the sealant getting under the tape, even if the end of the tape does peel up a bit.