awk is designed for this scenario (among a million others ;-) )
awk -F"\t" -v OFS="\t" '{
for (i=1;i<=NF;i++) {
if ($i == "") $i="NA"
}
print $0
}' file > file.new && mv file.new file
-F="\t" indicates that the field separator (also known as FS internally to awk) is the tab character. We also set the output field separator (OFS) to "\t".
NF is the number of fields on a line of data. $i gets evaluated as $1, $2, $3, ... for each value between 1 and NF.
We test if the $i th element is empty with if ($i == "") and when it is, we change the $i th element to contain the string "NA".
For each line of input, we print the line's ($0) value.
Outside the awk script, we write the output to a temp file, i.e. file > file.new. The && tests that the awk script exited without errors, and if OK, then moves the file.new over the original file. Depending on the safety and security use-case your project requires, you may not want to "destroy" your original file.
IHTH.