Think of the transformer theoretical model (without parasitic elements):
simulate this circuit – Schematic created using CircuitLab
The ideal transformer (IDEAL TX above) has infinite magnetising inductance, and perfect coupling i.e. the energy comes in comes out completely.
From the model above, you can see that the primary current has two components:
Magnetising current (\$i_M\$): This is the current that B-H loop is drawn for. And is determined by the well-known inductor equation:
$$
V_p = L_p \ \frac{di_M}{dt} \Rightarrow i_M=\frac{1}{L_p}\int V_p \ dt
$$
Energy- (or load-) related current (\$i_{L}\$) : This is the current that is transferred to the load. And it's determined by the well-known transformer action equation:
$$
V_p \ i_L = \frac{V_p}{N} \ i_O \Rightarrow i_L=\frac{i_O}{N}
$$
This means the value of B depends on the current. As current increases the flux will increase accordingly ...
An excitation by H-field generates B-field, yes. But the H-field generated by the load current will cancel out the H-field on the primary side. So all is left is magnetisation. And as can be seen from the diagram and the first equation above, magnetising current is totally independent from the load current i.e. as the load (secondary side) tries to draw more current it'll come from the energy-related component and the magnetisation stays the same because it depends on the applied voltage and the self inductance.
If you apply a voltage across the primary (self inductance or magnetising inductance) it'll generate a flux swing, \$\Delta \Phi\$ or \$d\Phi\$. This is explained by the Faraday's equation:
$$
\varepsilon = V_t = N \ \frac{\Delta\Phi}{\Delta t} = N \ A_e \frac{\Delta B}{\Delta t}
$$
I intentionally omitted the negation as we are interested in values, not the vectoral directions.
Since the energy-related component of the primary current has no effect on magnetisation we take the maximum flux density swing for applied voltage as a constant and use in the transformer design.