Hey,
So i ran the same on my test lab and the rule:
esxcli storage core claimrule add -r 110 -P MASK_PATH -t target -R iscsi --iqn ****** --lun x
this will work, but doesn't work with just a load, run, rescan.
You will have to unclaim the paths, or, easier option, restart the host.
I can't give you the unclaim commands but if google them you should be ok to go.
Rich
*edit
use esxcli storage core claiming unclaim - -type location -A vmhba* -C * -T * -L *
the re run the claim rules.
Let me know.
Rich