New Spray Bottle hard to use, Can you explain?

I just purchased my first bottle of 7th Gen spray cleaner, am trying to use it, and cannot. I am mystified by the spray mechanism. Pulling the trigger does nothing, because its a new bottle and somehow sealed I guess. Turning the little nozzle piece to every orientation doesn't let any product come out. It isn't apparent to me how to get the thing into usable condition.

There is a contraption that fits over the top which serves as the sprayer, am I supposed to turn that? or what? If I try to do something wrong to it and it breaks, then I have a worthless piece of high price garbage. Whats the deal with this too-fancy mechanism! I've been using spray bottles all my life and suddenly this thing is so modern its out of my league.

K