The choice and optimization of the loss function depend on the type and goal of the problem, the data and model characteristics, and the performance metrics. Generally, cross entropy is more suitable for classification problems, where the output is discrete and categorical, and the accuracy and recall are important. Mean squared error is more suitable for regression problems, where the output is continuous and numerical, and the mean absolute error and coefficient of determination are important. However, there are also some exceptions and variations, such as using cross entropy for ordinal regression or using mean squared error for binary classification. To optimize the loss function, you can use different optimization algorithms, such as stochastic gradient descent, Adam, or RMSprop, and tune their parameters, such as the initial learning rate, the momentum, or the decay. You can also use some regularization techniques, such as dropout, batch normalization, or weight decay, to prevent overfitting or underfitting.