Tried reset and reinstall, setup restart never end

I tried to run "Reset and reinstall windows" when I found out that "keep nothing" is not a clean install.

However, the reinstallation part (Windows setup, with the serial number part) starts over and over again
I have no idea which part I'd missed nor mistaken as I followed all the tutorials I found on the internet.

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Try Cleaning the HD Drive, using Step one in this tutorial:
SSD / HDD : Optimize for Windows Reinstallation - Windows 7 Support Forums

When I installed Windows 8, I opted to format the hard drive. No problems with installation.

Reset formats--for all practical purposes it gives a clean install. Check out posts 9 and 16 on this thread for reinstallation matters: Will the disk burnt with Win 8 ISO install full Windows 8?.

IS this the "remove media" missing message?? i.e. Setup starts, then restarts your PC but doesn't recognise it's the second go and goes back to the beginning...ad nauseam. On first restart remove media!