This is kind of an old thread but it made it back to the top
letawellman described it pretty well. I've seen a video of them being rolled at the factory. They were done by hand and they had a box (looked to be wooden) with the strips laying in it. When you roll the stack, the top strips bunch up and you have to lift the jelly roll or let it hang so the strips are realigned and then you roll some more. That box helped the sides stay straight.
I've rolled them before with the standard 42 strips and can make them look pretty good.