First thing, is to start small. I ran a one-shot a while back for a group that had never played EP, and I kept it simple. The story was they were all Indentures working on Mars, and they had to escape before their planned obsolescence kicked in in five days (yes, I totally stole the plot from Blade Runner). It was nice because they all had fairly simple premades with the same morph (Rusters), it all took place on one planet, and re-sleeving was only used as a plot device and didn't come up during gameplay.

Another thing I am getting ready to do for another group who has never played EP, is run a "Pre-Fall" game. It takes place before the rise of the TITANs and the almost extinction of mankind. The setting is actually very similar to the Deus Ex video games. It's a lot easier for people to grasp, as there are limited morph options, and re-sleeving is very rare, and I can use modern Earth locations that people are familiar with.

Sometimes it's fun to just blow people's minds though. I ran a short adventure arc a while back where the PCs woke up with a huge memory gap (almost an entire year), in shitty pod morphs, no money or rep, and all their old associates hunting them down. They had to do some investigating to find out that there were backups of their memories for the last six missions they did. Then they had to break into six different secure facilities to get each backup. Each time they got one, I had them actually play out the mission memory, the whole time looking for clues as to what was really going on. Once they had all six, they found out that they were actually beta forks, and that they have been manipulated the whole time to track down their originating egos, who had gone rogue. It lead to a crazy finale where they played as both selves, fighting against shadowy agents trying to kill them.

But yeah, when you are getting started, two things that really help is limiting what morphs are available, and limiting how often re-sleeving comes up.