JVC GR-DVL 166EK head cleaning problem?

My JVC GR-DVL 166EK asks for the heads to be cleaned after about 30 mins of use. Then it will take six or more 'head cleans' to get it working again for another 30 mins or so.
I know your not supposed to clean the heads for more than 3 times in a row but 3 times is never enough.
Is there another way of cleaning the heads other than using a head cleaning tape? Or is there some sort of electronic 'sensor' type of fault?