Hello and welcome. You are now in a Fish In Cycle. Go to the Beginner's resource section to learn more about cycling and general tank care: http

/www.fishforums.net/index.php?/topic/277264-beginners-resource-center/. You can cycle a tank with fish but it is much harder on the fish and on you. If at all possible, see if the LFS will let you return the fish and then you can do a fish less cycle. If that is not possible, or you don't want to return them, then prepare yourself for lots and lots of water changes.
First, do an immediate water change, your ammonia levels are too high for fish in the tank. You want to keep them as close to 0ppm as possible. I would say do 50% water change now, recheck you all your ammonia and nitrite levels about an hour later and do another water change if needed. You will need to check your water stats at a minimum of once a day, twice a day would be better (every 12 hours) more frequently if you needed to do any water changes. When you do your water changes make sure you treat the new water with dechlorinator before adding it to the tank, also you want to try to match your new water to the tank water temperature as close as possible before you add it to the tank.
Second, check out the fish-in cycling and nitrogen cycle articles located in the beginner's resource section (link above). This will get you started understanding the importance of cycling and how it works.
Third, make sure you have good liquid test kit, API and Hagen Nutrafin seem to be the most popular on this forum. API kits are at every LFS in the US or on-line, if you are in the UK it might be easier for you to find the Hagen Nutrafin and/or the Salifert tests. But what you want is a liquid test kit for ammonia, nitrate, nitrite and pH. Additional tests you might want to get is KH and GH (check this post to help clarify these things http

/www.fishforums.net/index.php?/topic/315183-liquid-test-kits-how-to-perform-and-read-tests/page__p__2611010__fromsearch__1&#entry2611010 it is not a perfect article but hopefully it will help).
Finally test your tap water, it seems odd that you would have nitrates this early on but not impossible, you want to see if you have nitrates (and nitrites) in your tap water. This is important because you don't want to let your tank water nitrates go much more than 15-20 ppm higher than your tap water, if they do then you want to do a water change (Please more experienced people correct me on that 15-20 ppm higher than tap for nitrates if I am wrong).
Also, as for Tetra Safe Start, or the similar one by Dr. Tims, is a "bacteria in a bottle" product, and generally they do not work. You will hear people swear by them, but truthfully they really don't do that much. I used the Dr. Tims product, it shaved a few day, 2 or 3 tops, off of my cycling time but that is it. I know lots of people who have tried the various "bacteria in a bottle" products and some swear by it some say don't waste your money. Both Tetra Safe Start and Dr. Tims are difficult to locate in stores as most stores do not like to carry them. Although both these products do not need to be refrigerated, they are still temperature sensitive, too hot or too cold will kill the live bacteria. Consequently you usually need to order them on-line, they run about $30 (with shipping) for a 2 oz bottle, and again, if they are not shipped properly (referring to temp stability) you run the risk of getting dead product. Also, depending on how the product is maintained in the warehouse the product good be dead before it even ships to you. Just too many variables to ensure you get live bacteria with those products. My suggestion is don't waste your money, but if you really want to try them they won't hurt anything. Your best bet is to see if you can get some mature media from a friend, or you can check out the media donation section in the Beginners Resource Centre to see if anyone lives close to you.
Hope that helps get you started and good luck.
EDIT: Sorry upon re-reading your post I saw where you did a 15% water change, chances are that is not enough. Once your tanks are cycled you should be doing a minimum of 25% weekly anyway. Retest your water now, if levels are still high do 50%. You can do multiple water changes in one day, just leave about an hour in between so you can re-test your water.