We sometimes use the term "self-deprecating" but that means something more like "to undervalue yourself" instead of "to give yourself a hard time". People that are overly modest are self-deprecating. I can't think of an exact word. Regardless, the common usage is definitely to just say "hard on yourself"

Maybe: MILD: self-deprecating: belittling or undervaluing oneself; excessively modest. STRONGER: self-critical: tending to find fault with one's own actions, motives, STRONGEST: overly self-critical: finding the maximum amount of fault

This is the best that I can think of right now. http://www.merriam-webster.com/dictionary/self%E2%80%93flagellation

"Self-criticism", perhaps? (By the way, I looked up your Portuguese term in the dictionary, but did not find it. I did find "cobrança", however, with the meaning of "collection". I'm curious how you would get from there to being hard on yourself.)

man up !