Woodee
I have earlier looked a little into the British data, and I have to admit, that I cannot find head and tail in it.
I know that I have to tell CloudCompare, what to do with the information, but I can for the life of me not find out what. I have never been a number crusher and when I look on one of those files in Notepad+, it's like the letters and numbers begin to swim around the page.
I have no idea for what you should do for your scaling issues. That is also one of the things, I need to work out in Blender for my projects.
3dsmax is still way beyond my payscale ;-)
When you have created your mesh, you need to add a material to it, before you can add a texture.
I would look for add materials and add textures tutorials for 3dsmax, maybe together with the version number, of the software that you use.
My newest attempt will be a mesh, from a full ressolution cloud, where I will add an Ortho photo as texture. You can see how that looks, on a mesh from a reduced cloud in post 9 here:
http://assettocorsamods.net/threads/nisseringen-denmark-lidar-landscape.420/
I will do a retopology on the mesh, that is draping a lower resolution mesh, on top of the high res mesh. I will among other things, use a plugin called RetopoFlow for Blender, that should make it much easier.
When that is done I will add different materials, to the different parts of the mesh. Like dirt, grass, roads, sandtrap and the like. Here I would add basic textures for the materials.
I will attempt to see if I can export 1 mesh, with multiple materials to see how drivable it is.
Otherwise it is time, to split the mesh by material. It is easy in Blender:
Blender 2.76b:
Edit mode / Select object / Hit A until all is selected / Press P / Select By Material
You will need to find a HowTo for 3dsmax.
At this point the continuation is somewhat open.
Happy modding