In their last league outing, United responded to a disappointing 2-0 defeat by Newcastle United by claiming a 1-0 win over Brentford that lifted them to 53 points, three ahead of fifth-placed Tottenham Hotspur.
However, when asked about the passion his side had shown against Brentford, Ten Hag stressed that it was vital for the team to perform to their best in every game and not just when reacting to defeats.
"That has to be the standard, you have to do it and that's the responsibility you have to deliver when playing for Manchester United," the Dutchman added, speaking ahead of Saturday's home game against Everton.
"You have to be accountable. It's about demands. We have to make standards. It's about culture, you have to do it always.
"For a player who is at the top, competing for trophies, you have to do it always and be consistent. It's our job to bring that mentality."
On Saturday, United will face a resurgent Everton, who are unbeaten in their last four league games, including draws against Chelsea and Tottenham Hotspur.
The 16th-placed Merseyside club have looked much-improved since Sean Dyche (51) took charge in January and have managed to climb out of the relegation zone thanks to their recent run of results.
Ten Hag praised Dyche's impact at the club. "He is obviously a manager doing a great job," he said.
"His team is really fit, their physical output is outstanding, so we have to match that."
United will be without defender Luke Shaw (27) for Saturday's game, but Ten Hag said Danish midfielder Christian Eriksen (31) would be back in the squad.
Eriksen was ruled out for up to three months in late January due to an ankle injury, which he picked up in United's 3-1 win over Reading in the FA Cup fourth round following a foul by Andy Carroll.
"We have to see about (Shaw's) progress for the coming week," Ten Hag said.
"But the good news is Eriksen is back in training and he will be in the squad."
"He was away, we felt we had lost him for the whole season, but he worked very well. The medical department did very well. He's now available for the final stages of the season. He's ahead of schedule, so we're happy with that."
