The rears should be as loud when you are running test tones - I was trying to say that most movie tracks don't have nearly as much sound being sent to the rears as is sent to the fronts and center. So, while you watch a movie, they won't sound as loud.
Your receiver will let you adjust the speakers levels from -10dB to +10dB to allow you to adjust them (if required) relative to the other speakers. When it talks about 75dB on the SPL meter, that's what the meter will read when you are playing the test tones. I think that most auto set-ups do a good job of setting the speaker levels, so you probably don't have to change anything.
If you want to manually adjust the speaker levels, here's one way to do it. You could start playing the test tones (which probably start with one of the front speakers) and adjust the volume on the receiver until the SPL meter reads 75dB. Then, have the receiver move the test tone to the next speaker, and adjust the speaker level setting on the receiver (somewhere between -10dB to +10dB) until the SPL meter reads 75dB. Progress to the next speaker and do the same. Continue that until you've done all of the speakers.
EDIT: The SPL meter should be put on "C" weighting and the response set to "Slow."