I am fairly new at this myself, but this is what I currently understand.
To categorically affix a new cover, you need to convert the ebook. (Even if it is already in the correct format, eg, you might convert epub to epub.) Sometimes even without the conversion the new cover appears, (it must depend on how the internal workings of the epub or whatever are set) but not everytime. The problem is that DRM books cannot be converted, so essentially if you are working with a DRM text, you are stuck with the cover as it came.
The 'sticky' second cover can be overcome on non DRM texts with a bit of fiddling in sigil (free, open source epub editing software.)
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