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You go into the file system and run setup.EXE. This will take you to the installer and that is not what you want to do. Now you can mount this file like it is an optical disk, but don't set it to autorun when you do. If you don't know, an ISO file is an image of usually an Optical disk. You go to Microsoft and download the latest ISO for Windows 10. However what you are looking to try and do is "Refreshing" and that takes a few more steps. You can use the OS settings or go into Troubleshooting Mode. If that doesn't work you can just either do a clean install or restore your clone/image until you want to do the reinstall. Before doing either it is a good idea to clone or image the drive and also backup data that you want to save, export program settings if you can, etc just in case something goes wrong on your first attempt you can reinstall the same clone/image back to the original drive and try again. Refreshing and Resetting can sometimes remove portable applications and their data if in unexpected places. Not to be confused with "Resetting" your PC which will re-install Windows, save your data, but wipe all installed software and their configurations. It reinstall window with all applications and data intact.
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What you are looking to do is called "Refreshing" your install. Image = Taking the structure and content of and making a copy that is often compressed and can be used for a short term backup, but not ideal for long term as it is not recieving updates.
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If you clone an existing install you exactly that install, bugs and all. Mostly used to migrate one device's content to another, or to an interm host to be put back.
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Clone = bit for bit copy creating a perfect copy.
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