Hawkeye: I am going to take a leap and ASSUME your stove/oven is like mine. When asking this type of question with so many models Heartland makes, it REALLY helps to at least specify the MAKE of the appliance. On my stove/oven (Amana) the ignitor only works on the stovetop burners. To light the oven, you need to get down on your knees, have a long match or propane long lighter, turn the oven knob to "Pilot/Light" and Press In on the knob and hold it in. This manually starts the gas flow tothe pilot down in the oven. Search around with the lit flame looking for the pilot orfice. When you find it you will see it light. Keep holding the knob in for 60 seconds to heat the safety thermocouple. You can release the knob after this time and the pilot flame should stay lit. Here is a link to the manual for the Amana range I found on the "tools" tab above, submenus "Manuals", "Appliances".
"Maytag"http://manuals.heartlandowners.org/Appliances/Range/Magic_Chef-Amana-Maytag/Magic_Chef-Amana-Maytag_%20Range_Use%20and%20Care.pdf