Windows 7: CD Rom not working properly

I am running windows 7 and my cd rom is not working properly. It was reinstalled which seemed to help a LITTLE, but sometimes you have to incert a cd 7 or eight times before it will read it. I can see that there is a cd inserted (when I go to my computer I can see the D drive). Just doesn't read them all the time. I have a Dell with a vertical cd drive. When I view it through the control panel it says my driver is up to date.

Have you tried cleaning the drive lense and have you made sure the disks don't have any scratches or debris?

How old is the dvd player? Have you carefully blown it out with compressed air? DId it always do this? etc