I’ve always struggled with this concept too. Respect yourself. Be kind to yourself. But _loving_ youself sounds kind of narcissistic to me (but yes, I get that this is probably a question of semantics and/or my working class catholic upbringing)
Maybe it is a British cultural difference, however, 'loving oneself' and the language of 'self love' definitely makes me cringe.
Hence, I prefer to think of 'not hating oneself' as the area to improve on. From time to time I do hate myself. This can be from letting someone down or from an accidental misunderstanding. This is when I truly loathe myself and only the passage of time will help me move on from 'shameful behaviour', but that self-hate will never fully go away.
In these situations, any talk of 'self love' really won't help. What does help is to have friends to confide in, and sometimes they provide some perspective that is helpful. Maybe they have also upset the same person and can reassure me that I meant no harm.