Replace deprecated only/except with rules in .gitlab-ci.yml

Replace deprecated only/except with rules in .gitlab-ci.yml

The keyword rules allows more flexible and complex conditions when
deciding whether to create the job and also makes it possible run tweak
variables or job properties depending on arbitraty rules. Since it's
not possible to combine only/except and rules together, replace all
uses of only/except to avoid any potential future issues.

(cherry picked from commit 29fd7564083731373bd132ec65ffc0a9072f8efc)