EBMM uses Tru-oil more of a wood sealer on the maple, which does not have much in the way of pores at all. This makes using it a lot easier because there isn't really any grain to fill, as there would be on mahogany, walnut, or other woods. They only use a single coat, and the fretboard gets the exact same treatment as the back of the neck.
Personally, I stay away from wire wool and finishes, as it can get trapped in the wood sometimes, eventually causing stains. This is fine if it is a dark wood, but with maple would be noticeable. Scotch brite pads or non metal abrasive wool can work.
With multiple coats, it will become somewhat glossy in appearance, as you are building up finish outside of the wood. I think you need to wait 24 hours between coats, and then 7 days before wax application, per the Birchwood Casey documentation. Especially with multiple coats, you want to make sure that they fully cure before putting any wax on. This is also true for any sanding you may need to do.