Sheep wool unlike other natural fibres is very stain resistant and it does not absorb liquids easily, it is naturally anti-bacterial and dirt wicking, making it very easy to keep clean. Wool contains lanolin, which is a natural stain repellent. The first thing to do when liquids are spilled is to absorb them with a white tissue or cloth as soon as possible pressing gently (not rubbing it). For solids, same thing as indicated above but first, gently scrape off the stain with a spoon.
If there is a stain remaining, you can clean it by blotting or softly pressing with a wet cloth or sponge. If needed use dilute a mild detergent and/or white vinegar with water press again with clean cloth or sponge, making sure all the detergent is removed. Do not rub the rug so the threads become loose. Never use a stain repellent or stain remover on your rug.
If the stain can't be removed using these methods, have your rug professionally dry cleaned for pure 100% wool, when required.