When I load a sheet, I do the following:
Start sheet in rear, (not from tray, but through the slot above an unloaded roll below, resting the sheet on top of the roll). Usually have to raise the sheet a little until it triggers the media sensor.
Beep.
Go to front panel, load sheet, load sheet with skew, then it asks what paper - choose paper.
Then it often rolls out the paper, then back in then it beeps and asks to raise lever and align paper to blue lines.
Do that and usually it is a successful load.
Sometimes I can get a successful load with the blue line thing.
Roll often works, except if it is not fully to the left or is wound funny on the core. Then printer doesn't recognize it.