Yes, you can format the data for HB estimation using the "Single CSV Format", as described in our CBC/HB software manual. You need to be licensed to use our CBC software to do this, then you install our CBC/HB Standalone estimation module.
The documentation for Single CSV Format can be found in the CBC/HB Manual: https://content.sawtoothsoftware.com/assets/276545e9-0445-474c-b01c-f5b24c3eba6d
Search for the phrase "Single CSV Format", and there's a section (page 25) describing how to code best-worst CBC experiments. The trick is that a MaxDiff study looks just like a CBC for these purposes, except it has just one attribute with many levels.
Next, your question about computing MaxDiff scores directly in Excel. If you want to do just aggregate (population-based) analysis, not individual-level analysis...and if your experimental design was perfectly balanced and orthogonal, then you could use a simple counts methodology that would be 0.99 correlated with results from an aggregate MNL (logit) estimation.
Simply compute %best for each item and % worst. The MaxDiff score is %best-%worst. Again, your design needs to be perfectly balanced and orthogonal for this to provide unbiased estimates.
Warning: don't try this $best-%worst approach for individual-level score estimation unless the design is perfectly balanced and orthogonal at the individual level and unless each item was seen at least 4x per respondent. Without enough data at the individual level, you'll risk overfitting the data with the simple counts-based individual-level approach.