He came up with a screen name by combining the names of his own two favorite actors, (John Gilbert and Ruth Roland) got bigger and better parts, was engaged briefly to Clara Bow, (the roaring 20s "It Girl") and married Constance Bennett. He floundered around in latin lover parts for years, but eventually made some okay stuff, like The Bad and the Beautiful in 1952, and Cheyenne Autumn in 1964.
O. Henry originated the character in a 1907 short story, The Caballero's Way, and wrote Cisco as an outlaw and a killer. Duncan Reynaldo played him on TV as a smiling goodie-two-shoes, and Cesar Romero worked too hard at being dashing, but Gilbert Roland's Cisco is perfect: laconic, a cigarette dangling out the side of his mouth, cynical yet amused, and -- most saliently -- a man who loves women. Really, really loves 'em, openly, affectionately, and admiringly. The scripts are the usual, banal, seen-one-seen-'em-all B-movie drivel, but Gilbert Roland is just plain cool.
Point being: Catch one on the Westerns Channel sometime. You'll see.
Gilbert Roland died of cancer in 1994, his body cremated, and the ashes scattered at sea.