Well you could have said so since the beginning, unfortunately there is little to nothing to do when a drive fails, but to replace it.
My bet is to try to use different Dvds, maybe your drive don't recognize that particular dvd, and by trying different Dvds, I mean from a different brand and different category.
Had a similar problem lately - the SuperDrive was toast.
The replacements are expensive. I could have done it myself, but the MBP was not a unibody, so I had Apple do it. It wound up costing about $30 in labor over the cost of a replacement drive.
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