The rollers massage the quad but may not do much for the cause.
The IT band runs up from the knee and widens into the Fascia Lata, a sheath on the outside of the leg. A good chunk of this becomes a little muscle, the Tensor Fascia Lata, which runs into the top front of the pelvis. If this muscle is getting overused and tenses up, the Fascia Lata gets 'tensed' even when you aren't running, and the constant tension in the IT band causes pain down there.
To relieve the pain, you should manually massage and stretch the Tensor Fascia Lata after each session. This is what puts the tension on the IT band. Sit on the floor, legs straight, with your back propped against a sofa. Tap the outside of your quads. If it's flat and tight, the TFL, Fascia Lata (the sheath down the outside) and the IT band are all under tension. Tense your thigh and feel where the top of the IT band attaches to the pelvis - the top six inches or so are the TFL muscle. Rub it gently, and stretch it away from the pelvis with your thumb. Usually after a minute or two the outside of the quad visibly goes loose and bouncy. This takes pressure off the IT band and allows more circulation through the quads.
To strengthen the TFL (and, indeed, all the other little muscles around the hips), see Video #1 on this page. The second routine in it (Myrtl) is a fantastic 5-6 minute routine for all the muscles around the hip. I started it after lower back trouble, but have noticed that my IT band is no longer tight after running sessions any more. It takes 3-4 days to get used to.
http://runningtimes.com/Article.aspx?ArticleID=16625