Well first off, live rock will become live over time if it is not live already. It is best to seed it with a piece of live rock which will shorten the length of time it takes to seed the rock, and helps it along anyways. But live rock becoming live even with seeding, willt ake close to a year, maybe longer. Base rock is dead rock, live rock is.. live. So if you got base rock, then its dead. Also, you shouldnt be rinsing live rock with freshwater. That could possibly kill inhabitants that make the rock live. Also, if you still show signs of nitrites and ammonia, then you really shouldnt have any fish. This would mean that your cycle is not complete. And if you did infact buy base rock, then there would be no way for the rock to cycle your tank. So check on what it is you actually bought and determine whats actually going on in that tank.