Think about this.
If you load the backing paper, and shoot up to exposure 3 or so, then open the back, you have to see the black side of the paper in the film gate, facing the lens. That's where the film would be. The paper should be wrapping around the takeup spool with the printed side out.
I assume you're talking about winding off the paper trailer after exposure 12, not rewinding, because there isn't any rewinding with 120, as Brian said. It shouldn't really matter how fast you wind those off.
Only the takeup spool pulls on the paper+film. So it is at least theoretically possible to load the supply spool backwards and have the takeup spool pull an entire roll of film through the back with the backing paper not the film facing the lens. I don't know if this is actually possible with a Hasselblad back.
In order to get no exposure on the film, it has to be backwards when it's in the film gate, not just on the supply spool. You can't invert an entire takeup spool of already-wound film by pulling on the lick-paper. Really, just practice it with a spool of paper and you should figure out what's happening.