There should be 3 or 4 white looking caps that hold the air dam on.
They are very easy to spot and remove.
Once you take them all out, pull dam off with some force away from the Jeep. One hand on the bumper, one on the dam. Might come off easiest by pulling from the sides of dam versus the middle.
Don't be afraid to apply force, you won't break anything.
The black knobs stay there and don't get removed.
Hypertech Max Energy
CAI, Gibson exhaust, 4.7L throttle body