Do the rules in NEC apply only to the breakers which are "not" rated for continuous duty, or do the rules in NEC also apply to breakers which are rated for continuous duty?
Maybe you need to specify which rules you are asking about. There are different rules for each breaker type - kind of sort of.
How about we start with basics of determining conductor ampacity and go to 210.19(A)(1):
(1) General.
Branch-circuit conductors shall have an ampacity not less than the maximum load to be served. Conductors shall be sized to carry not less than the larger of 210.19(A)(1)(a) or (b).
Where a branch circuit supplies continuous loads or any combination of continuous and noncontinuous loads, the minimum branch-circuit conductor size shall have an allowable ampacity not less than the noncontinuous load plus 125 percent of the continuous load.
The minimum branch-circuit conductor size shall have an allowable ampacity not less than the maximum load to be served after the application of any adjustment or correction factors.
Exception: If the assembly, including the overcurrent devices protecting the branch circuit(s), is listed for operation at 100 percent of its rating, the allowable ampacity of the branch-circuit conductors shall be permitted to be not less than the sum of the continuous load plus the noncontinuous load.
There is similar wording in 215 for feeders.
What it is describing here is that we need to use 100% of the load in all cases, and add another 25% to any continuous portion of the load. So a single load that is continuous add on another 25%, for combinations of continuous and non continuous you only need to add additional 25% to the continuous portion.
That is the general rule for
Standard overcurrent devices.
The exception kicks in when you do have a device listed for operation continuously at 100 percent of it's rating. Then you can disregard the added 25% and ignore whether or not it is continuous load or not. Those devices are not something many of us see often or even at all, so be sure what you have before even thinking about using the 100% in the exception.