how do i recover my sms messages from icloud or itunes?

iCloud only stores your messages in your iCloud backup, if you have one. Restoring the entire backup to your phone should recover them (see iCloud: Restore or set up your iOS device from iCloud).

There isn't an icon for iCloud (other than in settings) because iCloud isn't an app, it's a service. You view your iCloud data from within the apps that are syncing data with iCloud (contacts, calendars, mail, notes, etc.). Also, iCloud doesn't have anything to do with text messages, other than including them in the backup. iMessage doesn't use or require an iCloud account.

1. Turn on your device. You should see a Hello screen.

2. Follow the steps in the iOS Setup Assistant until you get to the Set Up screen.

3. Select Restore from iCloud Backup.