Maven can be launched from the popup menu on selected project or pom file "Run as... / Maven XXX" or under debugger (in case if you need to debug Maven or Maven plugins) using "Debug as... / Maven XXX" shortcuts, where XXX is one of the predefined goals or "Maven build..." shortcut that allows to specify custom launch configuration. Special "Maven build" shortcut (Alt+Shift+X, M) will use previously defined custom configuration and it will offer which one to run if there is more then one launch configuration defined.
The same launch configurations also can be created from "Run / Run Configurations..." or "Run / Debug configurations..." in main menu or from corresponding dropdowns on the main toolbar.
You can select/search available goals using goal selection dialog that provides a quick filter for all indexed Maven plugins:
