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UCD3138: How to make "ROM Mode" into "Program Mode"?

Part Number: UCD3138

When we connect to a new unwritten UCD3138 chip by "UCD9XXX Device GUI", it can be scanned by "Scan Device in ROM Mode" or Scan for Device in Program mode "DEVICE ID". 

Why are there two different conditions in new chips? What is the difference between these two modes?
We found that in "Program Mode" we can rewrite it several times and automatically execute program. How to make "ROM Mode" into "Program Mode"?