improve CI workflow

- use debian version consistently
- if the commit is not on a git tag, append ci version
- avoid double zipping
- cleanup binary builds
- replace `make release` with `make binaries`
- add missing files to archives
- use matrix build for deb packages
- allow building release version
- keep directory inside zip archives
- accept releases only on master
  only tags on master will trigger a release
- cleanup namings
- keep path in zip
- add retention period for pipeline artifacts

system/build-binaries

@@ -6,4 +6,4 @@ rm -rf /app/build/tmp
 usermod -u `stat -c %u /app` aptly >/dev/null
 chown -R `stat -c %u /app` /var/lib/aptly
 
-su - aptly -c "cd /app; export GOPATH=/app/.go; make release"
+su - aptly -c "cd /app; export GOPATH=/app/.go; make binaries"