ammonia problems with live rock cycling

Hi,

I am pretty new at this so I am hoping someone can help me. I
received half of the live rock for my 90 gallon tank 2 days ago. I
have been constantly doing multiple water changes (30% 2-3 times a
day), but the ammonia just does not seem to be getting under 1ppm so
easily. I noticed last night that there are multiple white spots on
the rock and corals and I am wondering if I am doing something wrong.

I have spoken to my friends, and many of them did not go through the
high ammonia levels that I have. Any recommendations? is this die
off normal or am I definately doing something wrong?

Thanks,

Marshall