There are different types of configurations when it comes to lips/dishes on a mag wheel. You could either have the alloy raw with a high machine polish, have the polished area with a clear coating or have the lip done in chrome which is the best as far as maintenance and shine goes.
From what you're mentioning, it sounds as if though your clear coat is getting scratched. Technically, there's nothing you can do to get the scuffing away, unless you remove the clear. It takes quite a bit of time and some elbow grease. Easiest to work with the wheel off the car.