After several back and forths with Heartland Customer Service, the response was yes indeed, the rollers should be rolling. Here is the fix they suggested:
"I just spoke to the Service Center, to take pressure off the slide rollers, they use 2 x 4’s, make the shape of a “T”. One 2 x 4 flat against the floor close to the side wall of the unit, the second 2 x 4, vertical, one side against the flat 2 x 4 that is against the floor, the other on a bottle jack. Raise the jack just enough to take the pressure off the slide rollers. Then the take silicone spray with the small “straw” to direct the spray in a small area, spray the rollers, ( at the ends ) when the rollers will move, turn the rollers slowing while spraying, Dirt, dust, grime will build up."
Don't know yet if I want to tackle this myself. Has anyone else jacked up their bedroom slide? My main concern are the cables. Do not want to get them off track. Also, worried about mis-aligning the slide itself by jacking. So may rely on a dealer to fix. The indentations in the slide bottom they say is normal wear. Not much of a groove, just slight but I am sure the non-rolling rollers did not help.