You can see the difference in how they match by looking at the regex debugger on Regex101.
Let me explain how each regex matches.
Let's look at the first regex. The first part of that regex cliente:[\sa-z.ñÑ0-9(),']+
will initially match this:
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
It stops at the :
, but it has gone too far; it cannot match the lookahead. It must then backtrack character by character, seeing if it can match that lookahead:
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
...
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
Now, let's look at the second regex. The first part of that regex cliente:.+
will match the entire line:
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
Of course, this does not leave anything for the lookahead to match, so it must backtrack, character by character:
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
...
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
Because you backtrack from a different spot, you get a different result. This behavior, matching as much as possible, is greedy. On the other hand, you have the option to make things lazy:
/cliente:.+?(?=((?:traslado|tr|giro|rut|rt)\:.*))/gmi
The first part of this altered regex cliente:.+?
will match as little as possible at first:
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
It then tries to match the lookahead. At this point it can't match, so it inches up a character and tries to match that lookahead again, repeating until it finds something (and returns the match) or no string is left (and it fails):
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387 TR:CONSIG
...
CLIENTE:NUBOX S.A.TRASLADO:CONSIGNACIONESRUT:25387TR:CONSIG