"Cleaning" Vinyl Makes It Worse Not Better!

I"m using a spray 'advanced vinyl record cleaning solution' with a cleaning cloth.

It creates GUNK in the grooves which can be fixed by cleaning the needle 5-7 times during playing one side..  It gets into the grooves and fixes the problem.  I'd rather find a better way to clean the discs. Sounds dumb, I know. 

What am I doing wrong?

Please Help!!