The short answer: every guide on how to clean a jute rug tells you not to get it wet, and then tells you to dab spills with a damp cloth. Both are true and that is the whole problem. Jute is a plant fiber that swells, browns and grows mildew when it absorbs water, so the amount of moisture you can use is measured in dabs, not sprays. For anything beyond a fresh spill, the answer is not less water but no water: a dry extraction powder brushed through the pile lifts dirt with controlled moisture that never reaches the backing. And for pet urine, the honest answer nobody gives is that the standard fix cannot work on jute at all, for a reason worth understanding before you make it worse.
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