As stated, the little crescents are being caused by kinking the film during loading. That's usually a result of either bending the film too much, edge-to-edge, or having uneven tension between the reel and the "feed" hand, resulting in a push-pull sort of motion between the two. These problems are probably most prevalent during the early part of the roll, when the grip of the reel clip is tentative, and it is more difficult to maintain even tension.
If you are shooting 35mm, my suggestion would be to get a couple of Hewes reels. The Hewes reels use a cross bar at the center that has little fingers that catch the sprocket holes. This design provides a more positive grip on the film, making it easier to maintain even tension. The level of tension should be slight, but consistent. Too much tension will tend to distort the edge of the film, pulling it out of the spiral track toward the center of the reel.
The second suggestion, which works for both 35mm and 120, is to use the thumb and index finger of your "feed" hand at the edges of the film to guide the film from the "feed" hand, gently pulling the film through your fingers. Rest those fingers on the edge of the reel to get the right spacing and the minimal cross-curve needed.