Other answers address multiplication by a negative number on both sides better than I can. For taking reciprocals of both sides, it may be helpful to examine why we know we can do that and maintain equality. This is one simple demonstration:
Starting with the equation $\frac{a}{b}=\frac{c}{d}$,
we can multiply both sides by $\frac{d}{c}$, giving $\frac{ad}{bc}=\frac{cd}{dc}$, which simplifies to $\frac{ac}{bd}=1$.
We can then do the same with $\frac{b}{a}$, giving $\frac{bad}{abc}=\frac{b}{a}\cdot 1$, which simplifies to $\frac{d}{c}=\frac{b}{a}$.
This shows that if two numbers are equal, then their reciprocals are equal. However, notice that we didn't just turn each number into its reciprocal. We also flipped their positions: the $\frac{a}{b}$ on the left became $\frac{b}{a}$, but on the right. When we're talking about equality, this is inconsequential, since equality is symmetric. However, if you take the same example with $=$ replaced with $>$ or $<$, the fact that the values "switched places" does matter.
This demonstration also shows why the sign only flips when both sides have the same sign. If they have different signs, then their reciprocals also have different signs, and exactly one of the multiplications by a reciprocal causes the inequality to flip. So you could argue that it does flip, but then it flips again, making it seem like it hasn't flipped. Similarly, if both sides are negative, it flips a total of three times, which has the same result as flipping once.