Welcome to Ardour. Sorry that you’re having issues, but a few basics are required:
the fact that you had to install the GM synth suggests that you did not get Ardour from ardour.org, which complicates things a little. This would work much more simply if you had ardour from ardour.org.
GM Synths are a bit of a special case for patch changes etc., since for the most part they do not have presets the way that contemporary software synth plugins would.
If you were using Ardour from ardour.org you could just right click on the track header of the track in the editor, and use the Patch Selector to select the General MIDI patch to use on a given channel.
This is the patch selector (from a right click on the track header):
It allows you to insert a program change into a region (via: select MIDI region, then use global menu > Region > MIDI > Insert Patch Change). Note that this will not change the sound of the GM synth until you “play” through the patch change message - this is very different than changing the synth setting via the other two methods referred to above.
Great! Please be aware that there are dozens-to-thousands of plugins/software synthesizers that can be used as the synth in a MIDI track, all of which have their own unique sounds and control methods. General MIDI is just a very basic attempt to provide a synth which “sounds a bit like” mostly conventional instruments. It’s only the beginning of what MIDI can sound like, not the end of it.