They really are specific in thier technique requirements.
Keep them clean and lubricated,
Check that you have sufficient compression before you attempt your ember by compressing the piston slowly to see that it bounces back out of the cylinder - if it does good, if it doesnt or gradually looses pressure, check it is clean and lubricated as above.
Ensure your tinder is secure either in a cavity or amongst a small blob of lube. Also ensure that it does not overhang the sides of the piston as it can contaminate the cylinder bore - see cleanliness....
Rather than the slap or bash that some people recommend, I find it better to follow the "crunch" advice of some - a quick and dedicated push rather than a hit which could damage the piston rod.
Once done, get the piston out fast - there is precious little air in there to support combustion, it needs to breathe to remain viable.
If it does not perform after repeated attempts, review your technique, check cleanliness and finally ensure the seal is doing its job - (slow operation as before).
I have made and bought a few and it has taken a long while to get them to work - although there are some that I simply can't get to work at all.
Good luck
Ogri the trog