You need to run those bat files as an Administrator. To do that, you must right-click on them and select "Run as administrator". The administrative privileges are required on your local user. You may be required to input a password.
If that doesn’t work, you can launch cmd.exe with administrative privileges (same approach, by selecting "Run as administrator") than navigate to the folder containing those bat files and then execute them as needed.
In any case, you must install the service first (using the provided bat file). After that you can start/stop the service using the provided bat files or you can see the service in the services window in computer management.