Don't know if yours is setup this way or not, but a common problem on 18 wheelers is the parking brake switch. ECM needs to see park brake released for cruise to work and park brake set for high idle to work. Try setting high idle and release parking brake. If high idle kicks off, then this is not the problem. If high idle does not kick off this MAY be the problem.
Mr marks idea about jake switch is great too. Mine has exhaust brake but cruise will not work with exhaust brake switch on. I have changed every setting in ECM that looked like it might let cruise work with that switch on but no luck.