when you load your media, and advance it, does it move normally, or is it jerky?
do you hear unusual noises when the media advances? does the same thing happen with lower pinch roller pressure?
If any of the above is true, when is the last time you applied grease to the grit roller shaft? Use something small that you can control ( like a syringe, or a Q-tip ) and apply a little grease ( not white lithium, try something silicone based or a wheel bearing grease) to the shaft where it interfaces with the cups in the platen. Do NOT get the grease on the grit rollers themselves, or you will get grease on the backs of your prints, and doublesided work will suffer.
If none of this is true, carefully open the media drive motor encoder cover ( two small screws on the rounded black housing where the cables connect to the motor ) and blow it out with some air, if the encoder disc is scratched up, you will likely have to replace the motor.
lastly, try adding a carriage pause to the print settings, and that might allow you to print without the strange advance until you find the fix, or repace the motor. That will ultimately be faster than running uni-directional.