AutoTag Max comes in 2 menu modes: Variable creation/design mode and AutoTag Max (variable preparation) mode. Here's how to switch between the two.
When you first start AutoTag your menu will look like this: You will see the data section and you can use the “Map & Views” option under “Data Setup” to add variables and static values to your document. I recommend you add one static value for each variable so you can build tags off this variable using the tag editor and actually see results back when you evaluate it.
Create your variables by adding maps to your data sources:
Once you are finished entering your variables, you will need to change your menu into AutoTag Max mode.
To switch back to design mode, you can set you AutoTag menu back to design.