For < s >, it is used to indicate a plural noun.
e.g. Houses, tables, cars, buildings
For < 's >, it is used to indicate possession of a person/thing.
e.g. Sally's books, the table's legs
< 's > is also used as the 'short form' of 'us'
e.g. Let's set off (which means 'Let us set off')
< 's > is used as the 'short form' of 'is' as well
e.g. That's it (which means 'That is it')
For < s' >, it is used to indicate the possession of a plural noun or a name that ends with 's'.
e.g. the tables' legs, Marcus' books
I hope this is helpful for you. (: