I have just got one, with a sinar F2, follow the instructions CAREFULLY, it is quite delicate, and another two things the top questioner missed,1: the knob on the winder, MUST be down correctly, like say a spool pin on a MF camera back, this silver knob IS the same, you pre tension the film with this knob, BUT to insert the 'cartridge' you must lift this knob, it has a bayonet lock in the pulled position, you rotate to lock it there (to use two hands to load the film); But it must go fully HOME to wind-on correctly, as this is the connection to the film spool inside!! ; 2: the lever must STAY in LOAD until the counter says EXP. THEN flip the lever to expose!, NOT before, this, like the Process lever on a 545j polaroid holder clamps the orange roller inside to tension the film winding gears and counter to the film strip, so NO grip, NO movement, or slippage can occur, this is what to my reading, and a technical 'guess' (I have Autism, and an affinity for mechanics, and how they work) is why you roll all the way through!, Hasselblad v system A12 backs are the same, but ONLY stop when on camera, once past the first shot, the back stops ONLY by the crank-stop on the body, the magazine stop only stops loading with the "wind-on" process (even hasselblad instructions are CLEAR on this, but apparently these for the sinar are not), but perhaps use a youtube video to guide you, and use a CHECKLIST to be sure of every step, until you have it "as sure as eggs" in muscle memory!, as we all are fallible in this regard.
Also with the film winding, use the silver knob to TENSION the spool, another issue I just realised could be going on is the spool itself could have "let-go" the film backing paper leader, so tension medium, to hold the leader in, until enough turns are around the spool to lock it there, after all there is only a few cm of tapered leader to do the job, so give it a bit of turn until you feel it pull a little, then you are "locked" onto the spool, and the winder system can do its job for the whole spool length.