Swirl marks are simply super fine scratches on a paint surface. They are most commonly caused by wiping your car with a dry towel (typically when it's dusty). Improper washing and drying techniques are culprits as well. You see, it's easy to mar paint surfaces with microscopic scratches.
To remove it, gently rub the surface with a thin towel or cloth. And that's it! ... It's crucial to use non-abrasive solutions, use a microfiber towel, and apply just a tiny amount of polisher and wax. Some swirl marks can be too tough to remove by hand.
Hope this helps