That rule of thumb was for older receivers with analog volume controls. Noon to 1 O'clock was the position where the receiver would be putting out its max power.
It's a bit different now. I don't know about your receiver, but mine doesn't have any indication on the volume knob that would allow you to set it at 1 O'clock (there is no mark or led on the knob). The volume knob is continuously variable. If you turn the volume knob so that the volume is high and then use the remote to turn the volume all the way back down, you can then turn the volume knob some more to get back to the prior level - it doesn't have an 'end point'.
A safe volume level is one where your ears can handle the level and the receiver is not working too hard and clipping. If the receiver has a volume scale of say -80 dB to +10 dB and you calibrate so that 0 dB is reference level, the amp will be nowhere near its max. Remember that the volume increase is logarithmic - moving the volume from -10 dB to -5dB will be a far larger increase in volume than moving from -50 dB to -45 dB (for example).