Assuming there are no scuffs noted when you took the car, the first thing I would do is get a quote from a local mobile wheel refurbisher. Then look at what excess you fhave on the hire car and balance it all up. If they're minor, I'd be tempted to leave them, but definitions of 'minor' vary.

Minor scuffs normally are ok, but I guess depends on the colour. Had it happen to a dark alloy on a rental and sanded/painted over it like an amateur.

Bit of sandpaper and some random £6 paint after googing from amazon did a reasonable job in about 20 minutes. Paint wasn't an exact match but it passes a glance and I doubt it would go anywhere beyond that.

The sanding was a little fiddly as it was by hand and just used didn't use it too coa*** and kept to the bits on the scratch (I wrapped the paper around a small block to keep it focussed).

I then used masking tape and painted the areas lightly. It wasn't perfect but you'd need to look out for it to notice it, and even then it would be tough to presume it was the current rental or something that happened previously.

Obviously a professional will do the trick but may be overkill depending on the cost and time taken.