What size should the HMAC key be with SHA-256? I'm trying to generate a secret key to be used for HMAC SHA-256 signature processing. I've seen many sample of keys with variable length from 32 characters to 96 characters.

What is the ironclad rule for this key size?
The only rule for the key is that it should at least contain 256 bits of randomness. If the key is smaller you may not get the full security of HMAC-SHA-256. The full security of HMAC is basically identical to the output size. Unless you are trying to protect yourself against quantum computers you should be able to get away with a key that contains 128 bits of entropy though.
Here's the text from the HMAC standard captured in RFC 2104:

The authentication key K can be of any length up to B, the
block length of the hash function.  Applications that use keys longer
than B bytes will first hash the key using H and then use the
resultant L byte string as the actual key to HMAC. In any case the
minimal recommended length for K is L bytes (as the hash output
length).

So preferably the entropy of the 256 bit key should be condensed into 32 bytes. What you are talking about is probably the hexadecimal representation of those 32 bytes. If the key is too large it may affect performance and efficiency of the HMAC function. Many libraries only allow binary to be inserted using octets bytes anyway, so in that case it makes sense to hex decode the key before you use it.

HMAC uses a hash internally, which is defined for any bit string. This hash is used both for the key as for the value. So in principle you can feed it anything you want up to the maximum hash size (which you will never reach).
Definition from Wikipedia:
$ {\begin{aligned}\operatorname {HMAC} (K,m)&amp;=\operatorname {H} {\Bigl (}{\bigl (}K'\oplus opad{\bigr )}\parallel \operatorname {H} {\bigl (}\left(K'\oplus ipad\right)\parallel m{\bigr )}{\Bigr )}\\K'&amp;={\begin{cases}\operatorname {H} \left(K\right)&amp;K{\text{ is larger than block size}}\\K&amp;{\text{otherwise}}\end{cases}}\end{aligned}} $
Note the repetition of the key with regards to efficiency.