Melt butter in a medium skillet over medium heat. Add bell pepper, onion and garlic, cook 5 minutes, stirring occasionally. Transfer to a large bowl; cool 5 minutes. Add meat, 3/4 cup of the picante sauce, tortilla chips, egg, cumin and salt to bowl with vegetables. Mix well. Press half of mixture into a 9x5-inch loaf pan. Make a shallow well down center of meat. Press 1-1/2 cups of the cheese in the well, top with remaining meat mixture, pressing into a compact loaf. (Loaf pan will be full). Brush remaining 1/4cup picante sauce over top of loaf. Bake in a 375°F oven for 1 hour and 5 minutes or until internal temperature of meat reaches 160?F. Sprinkle remaining 1/2 cup cheese and, if desired, cilantro over loaf; let stand 5 minutes or until cheese is melted. Pour off and discard pan drippings. Transfer meatloaf to a carving board. Cut into 8 slices. Yield: 8 servings. (Recipe is easily doubled using two loaf pans to serve 16). Meatloaf may be cooled completely, covered and refrigerated up to 8 hours before serving. Rewarm or serve cold as a sandwich filling in crusty sourdough bread.