You are not Uber. You are you. If you don't have any other formal name for your self-employed/independent contractor business, you would indicate to the program to use your regular name and address as your business name.
You're welcome. You didn't specifically say, but are you an independent contractor getting a 1099-MISC. You said "worked for" Uber, but I presume you mean "contracted with" (as opposed to employee) and are paid on 1099-MISC and are filing a Schedule C business?
You use the information on the 1099-K to be sure you have included it in the income you report in the regular place you report your income that the 1099-K relates to. For example, an independent contractor would be reporting his/her income on Schedule C.
Please see the info here for more info on Form 1099-K, and making sure the income is shown in the right category:
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