Roman,
I think you're writing the wrong registers. See below. For blck/wclk direction, you should use r27 and configure dividers on r29 and r30.
See Section A.1 of http://www.ti.com/lit/pdf/slaa404 for an example script.
LDByteWriteI2C(0x30,0x1D,0x00); //Pg0 set bclk and wclk as output
LDByteWriteI2C(0x30,0x1E,0x84); //Pg0 LDByteWriteI2C(0x30,0x1B,0x0C); //Pg0
LDByteWriteI2C(0x30,0x1D,0x10); //Pg 0 - Reg29,Enable Loopback
Regards,
J-