Doubt about embed token and filtering.

Q1.  You can follow these instructions to generate a token.  You will need to know C#.

https://powerbi.microsoft.com/en-us/documentation/powerbi-developer-embedding-content/

Q2. The filtering you are describing is called RLS(Row Level Security).  You can pass in role when generating your token request that would allow each client to see their own data.

var generateTokenRequestParameters = new GenerateTokenRequest("View", null, identities: new List<EffectiveIdentity> { new EffectiveIdentity(username: "username", roles: new List<string> { "roleA", "roleB" }, datasets: new List<string> { "datasetId" }) });

var tokenResponse = await client.Reports.GenerateTokenInGroupAsync("groupId", "reportId", generateTokenRequestParameters);