How to reference a work that I refer to on multiple occasions?
In short: Yes. For every quote or idea that is not your own, this must be made clear to the reader. However, depending on the citation style, this does not always need to be in the form of “Joe Bloggs said” (which I have never seen in academic literature anyway), but may, e.g., just happen via a foot- or endnote.
If you are intensively quoting somebody or following another work, it may be feasible to have one sentence explaining to what a citation applies:

The following overview of discombobulation techniques is based on Bloggs et al. (1987).
Unless noted otherwise, all quotes in this section are from Bloggs et al. (1987). [this requires that quotes are visible as such]

This meets the above requirement.