The same as your used to on other scopes (leupolds, etc), top is elevation and side is windage. U or R is clockwise, as the arrow indicates on the conquest.

In terms of the 1/4" at 100 safe assumption, my conquests have all tracked really well. Though I suggest starting at 25 yards first to save time and bullets. One shot then adjust to be dead centre and approx 1" below bull. 1 more to verify and hopefully your moving onto 100. Remember/note at 25 yards 1 click actually equals 1/16" or 16 clicks = 1"