Equalization KNOBS (!!!) are designed to allow a user to selectively boost or cut a certain frequency. This could be something more simple like a Treble/Mid/Bass equalization scheme, or something more complex like a parametric EQ which focuses on boosting or cutting a certain frequency.
How you make the tone come out of the amp?
A.) The amp may not be capable of this.
B.) The cab/speaker may not be capable of this.
C.) The bass you are playing may not be capable of this.
D.) You may not have the right effects pedals.
E.) You are comparing a tone you have heard on record/live which has been massaged by pros, engineers, and other countless bits of technology, to your tone.
F.) You may not be playing the bass in a way, and with a touch and technique which allows that tone you want to occur.
All these things (A-F, and perhaps more) are interactive. Hunt around here. Read lots. Lots of nuggets of great information and insight. Also some garbage. So read selectively and intelligently. Narrow your questions and be as specific as you can. The quality of your answers and the relevance of the responses will generally improve as you do this. When in doubt, use the search function.