For starters, you need a functional diagnosis. You can throw different lotions or stretches at it, and you can waste a lot of money on massage, chiro, accu, etc. hoping something's going to "fix" you. There are a million little potential causes for back pain. A talented PT, chiropractor or even massage therapist can narrow those causes down. The trouble I find is that like MDs, so few are truly talented. I myself am taking a nursing sabbatical from my other career: chiropractic, because while I was a great generalist, and 80% of my patients were happy, I want to be great. I wasn't ready to put myself through all the additional training I wanted, only to continue the haggle with insurance companies and completion with flashier, less capable chiros. So I'm going to be a great nurse while I find my chiropractic "hobby".
There may may be some big, obvious thing you can do first- lose weight, improve posture, strengthen your core, walk frequently.... Stretching has been found to be temporary relief providing, but we often stretch or "crack" as you say the wrong areas or motions.
If youve exhausted the above, or if your pain is getting worse, consider seeking a chiropractor with an orthopedic or sports diplomat. It is rare that a problem will benefit from more than 6-12 manipulations in series (1-3/wk), so if the chiro is suggesting 20+ visits, or has a "pre-pay" plan, turn and run. If you see anti-vaccination propaganda or adverts for "wellness" or "healthy baby" manipulation services, turn and run. Don't trust yelp or google reviews. They're usually bought and paid for.
If you're lucky enough to be near a clinic on the referral map at firwardthinkingchiro.com, that's a great start. Chiros who do a range of active rehabilitation/physiotherapies can be great.
There are great PRs our there as well, but the best ones won't be covered by your insurance, as they don't need the business (insurance companies cut all reimbursements and are incompatible with a small clinic). A great chiropractor will transcend all the negative stereotypes and should leave you impressed.
I didnt mean to sound sound like an advert, but I spend a lot of time and energy on this subject- refractory back pain- and it is a rapidly evolving, yet irritatingly elusive field.