I second that, "Ricoh programloader xxx" means that the flash failed, the drive is in failsafe kinda mode and awaits a proper flashing.
If it won't work, then try another RFLASH version, preferabily the latest release.
If you get an NGNG*NG* errormessage, you have used the wrong OEM/retail firmware. Eg. if you have an MP5120 then use the flashing package/firmware for the MP version and not those for the RW (OEM) version.
You can use firmwares from here, because your drive is an OEM version of the Ricoh 5120.