Usually, there is a plastic tab to depress to release teh cables from the control unit.
If you cannot get the cables released from the control assembly, another option would be to release the other ends of the cables from the levers tehy actuate on the heater case; this will allow you to remove the entire control assembly from the case with the cables still attached, and work on it out in the open where you can more readily see how to release them from the control....
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