@AmrG,
Must is stronger, it means that if something has not happened then something else will not happen.
In order to receive a rebate claims must be submitted by Feb 15th.
Any claim submitted after Feb 15th will not get a rebate.
Should is more about what's desirable.
You should have started your essay by now.
It would be better if your essay had been started by now, but you could probably still complete it in time, and if you're a real smartarse you might even get a good mark.