In addition to Victor's explanations, I have the following questions/thoughts/clarifications (and perhaps some semantics):
1. You suggest you want to "develop an optimal formulation". Are you sure you don't want a mixture design? Will there be any constraints on the factors in the experiment (for example, if you change the level of one factor, does it impact levels for the other factor(s)?)? If so, you should read here:
https://www.jmp.com/support/help/en/17.0/?os=mac&source=application#page/jmp/mixture-designs.shtml
2. Victor is correct, in your situation the 5 "measures" are not independent of the treatments, so they are repeats. You have 1 experimental unit which is measured multiple times. I use the term experimental unit to describe the independent output of a treatment combination (or perhaps what the treatment is applied to). Typically, we use the word treatment or Treatment combination to describe the "patterns" in the experiment (terminology dates back to original work of Sir Ronald Fisher). Although I recognize there is a column called "pattern" in the JMP table. This terminology seeks to prevent misunderstanding of how the data should be used. How those measures are taken can affect the analysis. If those repeat measures are of the identical sample, the variation in those measurements would be indicative of measurement error. It would likely be best to look at that variation to assess measurement errors and if appropriate summarize those measures to reduce the measurement errors. If they are measures of different sample of the same experimental unit, that would be indicative of within unit variation (e.g., if the experimental unit is a batch, then the measures would be indicative of within batch and measurement error). What I would suggest is to add these data as separate columns (e.g., Y1-Y5). Adding rows would add degrees of freedom to the experiment and since these are not independent events, there should not be additional degrees of freedom as a result of repeated measures. Once the data is entered, you can stack those columns (Tables>Stack) to assess the variation and determine the appropriate summary statistics (Tables>Summary) (e.g., mean and/or variance) to be used for analysis of your experiment.
3. As Victor explains, replicates are used, hopefully, to quantify/estimate experimental error over the design space. This is usually the basis for statistical tests. (ANOVA). There are multiple ways to run replicates, but I'll leave that for another discussion (e.g., blocks).
"All models are wrong, some are useful" G.E.P. Box