Your drive roll tension is too high.
You need to be able to stop it with your hand, like pinch it between your fingers.
Otherwise it just keeps feeding when the wire gets stuck on a bb on your tip.
You could also have a dirty liner. Does the wire pull out easy when you cut it off to run it through again?
And yes, your spool needs to be flipped. You need to try to keep MIG wire in a straight line as much as you can.