I'm success now, but I don't know why
Anyway, thanks to westfw for the hint.
What I did:
I've tried 57600 serial rate with optiloader bootloader uploaded, and received another error
Binary sketch size: 918 bytes (of a 7,168 byte maximum)
avrdude: Yikes! Invalid device signature.
Double check connections and try again, or use -F to override
I suppose there is problem with lock bits.
Anyway, than I've tried Arduino standard bootloader
Uploaded via ArduinoISP sketch using Arduino IDE tool (burn bootloader).
After upload, I've played with several rates for sketch uploading and got success with 9600.
But receiving again the same error about invalid signature.
Than I tried old IDE 0022 version and it worked
)) I suppose it uses that "-F" switch for avrdude for overriding signature or lock bits.