Brian,
If you are used to Marshall tone, you should definitely try the EL34's. You won't be disappointed.
If you have ever had the pleasure of playing a Lee Jackson amp, the EL34's in a Rectoverb will get you so close that you won't be able to tell the difference.
Except for the fact that there is so much more BAASSSS in the Rectoverb.
As for the speaker. There are many theories about this. Ted Weber says that you should hook up a function generator and send a 60 hertz signal through it for several hours.
I do something much more easy. When you would normally turn your amp to Standby, don't. Let it run for a while with just the hiss from the Lead Channel.
Don't leave it on overnight. You will kill your amp. But, when your band is on break, leave it on. Turn the Master Volume down so that the Hiss is barely heard.
I've also tried turning the guitar up just enough to get some hum (I play mostly Strats), or placing a noisy 12AX7 in the amp to induce some hum. The tube thing works very well, but may affect the tone when playing. I don't mind since all of my noisy tubes are GE or Mullards.
Your speaker will start to bloom more in no time. If you do this for a couple of practices, you will definitely notice a difference.
The other thing you can do is play the hell out of it. Try the amp at different Volumes. Don't be afraid to go loud. Mesa has already tested your amp. Break that puppy in.
When I got mine, it was used, and very well broken in. I found the MC-90 speaker to be too tight sounding on the Cleans, but very good on the Lead Channel. I eventually replaced it with a Vintage 30. This is what the amp needed, the Vintage 30 really opened it up nicely. The Cleans were sweeter, and the Leads were still stiff like Angus Young's upper lip.