Wayne is probably right, but I believe the black knob goes on top of the solenoid and gold top and is used to manually control the valve. It probably only turns 1/4 to 1/2 turn . The motor itself does not reverse. Fluid path is switched in the manifold assembly. This is just one theory how it might operate. With the wiring in place, and the up button is pushed, the motor runs and extends the cylinder. When the down button is pressed, the motor runs and the red solenoid is activated , and fluid changes direction and the cylinder will retract. If the solenoid will not let the cylinder close, try the manual release while pressing the down button.
Does the red coil only fit one way, maybe it is upside down.