Sheet loading in an image recording apparatus is automatically performed by drawing the leading edge of an elongated, web-like image photosensitive recording medium out of a sheet cartridge, passing it through a predetermined sheet feed path provided between the sheet cartridge and a take-up shaft, and attaching the leader portion of the recording medium to the take-up shaft. A plurality of sensors are disposed alongside the sheet feed path for sensing that the sheet loading is being appropriately performed. The recording medium is successively moved to each of the sensors, and if the recording medium is not sensed thereby, it is rewound around the cartridge shaft.