Heat oven to 350°F. Spray large cookie sheet with cooking spray. Unroll dough on cookie sheet; starting at center, press dough into 15x10-inch rectangle. Spread refried beans on dough to within 1 inch of edges.
In 10-inch skillet, cook beef over medium-high heat, stirring frequently, until thoroughly cooked; drain. Reduce heat to medium; stir in taco seasoning mix and water. Heat until hot. Spoon evenly over refried beans. Top with cheese. Starting on 15-inch side, roll dough tightly. Pinch edges of dough to seal; turn ends under. Arrange roll diagonally on cookie sheet, seam side down.
Bake 30 to 35 minutes or until golden brown. Cool 5 minutes. Cut into 12 slices. Top with remaining ingredients as desired.