Hi Scouse.

If the pad has gone hard I have sometimes pulled a small loop of tape
out from in front of it using a pointed matchstick or cocktail
stick, (non-magnetic), and then fluffed up the pad with the point
of a pin.

I fast forward the tape to the end, then rewind it before use as well,
it seems to make them less prone to winding unevenly.

Hope this helps a little.

Cattail !