Well Im not sure that drive has the ability to be flashed ...sony's website isnt too helpful.
I would blow it out and clean it first and then you could try to look it up and see if you can flash it...could remove it and reinstall too.
Somewhere to start at least.
Think about it, did you install any software or hard ware anywhere around the time you began having problems...it may seem unrelated or trivial but anything like that can have an effect on other components.
Good Luck!
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Thronka is right...more specs could be useful.