The EJB-Container will call ejbLoad and ejbStore. You should have a look at the EJB specification, it contains object interaction diagrams that show exactly when these methods are called.
ejbLoad and ejbStore are invoked according to
the ejb spec.
The default config for BMP in jboss is
commit-option A, but for CMP it is commit-option B
A means load once (unless flushed from the cache)
B means reload every transaction