He doesn't try to lead Kylo back because he knows he's not the person to lead him back, as he explicitly tells Leia. He was able to turn Vader because Vader desperately wanted to connect with him, to the point that his obsession with Luke drives the plot of the second OT film; in contrast, Kylo justifiably hates Luke and wants nothing to do with him outside of exacting his 'vengeance' on him. Even if Luke were to give him a sincere apology, Kylo would like reject it, and view it as self-serving on Luke's part (which is what happens during their confrontation).