Technically you can’t use the pumping lemma this way to prove that $L$ is not regular, because you must start with a specific word $s$. You can avoid this problem by following Ayman Hourieh’s suggestion: use it to prove that $\{0^n1^n:n\ge 0\}$ is not regular, then observe that if $L$ were regular, $$\{0^m1^n:m,n\ge 0\}\setminus L=\{0^n1^n:n\ge 0\}$$ would also be regular.
Alternatively, you can use the idea behind the proof of the pumping lemma to show that $L$ is not regular. Let $M$ be a DFA that recognizes $L$, and let $p$ be the number of states of $M$. Let $s=0^p1^{p+1}$. The proof of the pumping lemma shows that there is a decomposition $s=xyz$ such that $|xy|\le p$, $|y|\ge 1$, and $xy^kz\in L$ for all $k\ge 0$. What’s important here is the reason that $xy^kz\in L$ for all $k\ge 0$: the input string $x$ takes $M$ to some state $s_1$, and starting at $s_1$ the string $y$ then takes $M$ back to $s_1$. When $M$ reads the word $xy^kz$ this loop from $s_1$ back to $s_1$ is executed $k$ times instead of once, but since it is a loop, this has no effect on the state in which $M$ ends up on reading $xy^kz$. In particular, this means that if we change $z$ to some other string $z'$, the words $xy^kz'$ for $k\ge 0$ will all take $M$ to the same final state, and therefore either all of them will be in $L$, or none of them will be in $L$.
Let $n=|xy|\le p$; $xy$ is an initial segment of $s=0^p1^{p+1}$, so $xy$ is contained entirely in the $0^p$ part of $s$, and therefore $xy=0^n$. Let $m=|y|\ge 1$; then $|x|=n-m$, so $x=0^{n-m}$ and $y=0^m$. In fact, we can even see exactly what $z$ must be: it contains the remaining $p-n$ $0$’s and the $p+1$ $1$’s, so $z=0^{p-n}1^{p+1}$, and
$$s=xyz=\underbrace{0^{n-m}}_x\underbrace{0^m}_y\underbrace{0^{p-n}1^{p+1}}_z\;.$$
Now
$$xy^kz=\underbrace{0^{n-m}}_x\underbrace{0^{km}}_{y^k}\underbrace{0^{p-n}1^{p+1}}_z\;,$$
which has $(n-m)+km+(p-n)=p+(k-1)m$ $0$’s and $p+1$ $1$’s. There’s no contradiction here, because it’s quite possible that $(k-1)m\ne 1$ for all $k\ge 0$. However, we can let $z'=0^{p-n}1^{p+m}$ and note that by the earlier observation, either all of the words $xy^kz'$ are in $L$, or none of them is. And this does give us a contradiction, because $xy^kz'$ has $p+(k-1)m$ $0$’s and $p+m$ $1$’s, and these two numbers are equal when $k=2$ and unequal otherwise. That is, $xy^2z'\in L$, but $xyz'\notin L$.