Strips are misleading at best. IME, asking a neibour who knows nothing about you tank to guess readings for each level in most cases would be more accurate

Do yourself and your fish a favor and ditch them

Get yourself a good liquid regent based test kit. Many on here use API, and these kits can be collected for about 10-50 pounds online. The API kit can do something like 100 tests before needing replacement
A reading of 10 is toxic to fish. In the UK the water boards are legaly obliged to ensure that ammonia isn't above 0.25ppm at any time, and nitrite above 0.5ppm at ay time, and thus these have got be be lower than your tank readings. Nitrite stops the fish from being able to take oxygen into their blood, effectively suffocating your fish to death. It is important to keep this chemical low. Nitrites effects though are short lived once the toxin is removed from the water. Ammonia will burn fishes gills, and will quickly kill at much lower levels than nitrite. Ammonia will also do permanant damage to your fish.
In the abcence of a good test kit, I'd assume both ammonia and nitrite are sky high and do 50% daily waterchanges, untill you get a good test kit. I would not belive the 10ppm result from the strips though.... A mature filter will remove any ammonia and nitrite in your tap water within the hour, so these waterchanges won't do any harm to your tank if it is cycled, but they could potentially save all your fish if the tank hasn't cycled yet.
Water treatment for chlorine, chloramine and heavy metals is recomanded regardless of how good your source water is. In most cases though, you don't want to touch the pH, unless you are trying to breed a particular fish or keeping a sencitive species, and only then is moving the pH recomended to an experienced keeper, despite what the LFS may have told you.
Unless you are science minded I won't go into the details of why you don't want to touch the pH as it is farly deap for someone thats new to the hobby, and would likely confuse you more than help, but if you don't move the hardness with the pH, the pH will return to its old value within a few hours "bouncing". Changes in pH stress fish more than a stable pH that is outside their "prefured" pH range, so the bounce is very bad, even if it is only a small one. That is a very simplified version of the details. If you want the full version and are good with chemistory, just say, but be prepaired for a VERY long reply
HTH
Rabbut