Drake hit it right on!! You want to rotate it AND gently push it at the same time.

Resist the temptation to tap the cutter on a table to remove the cut cap material that winds up in the cutter as this will dull the cutter and ruin it in no time. I pick this out with the end of a key or a paper clip.

When a friend of mine used one of my bullet cutters and started hitting it on the table, I almost strangled him