There's a solenoid that pulls the rubber rollers into place. If it doesn't pull them up, it won't play.
Ask him if the rollers are engaging properly.
As sure fire way to know is to thread the tape, take the tension, hit play, then lift the rollers up by hand.
If this is the fault, it should jump into action.
If you're not certain about how you've threaded it, have a look on google images, or post up a picture of your threaded tape.
Hope that helps.