A cleaning apparatus for a recording head in a magnetographic printing device of the type having a movable magnetic imaging tape in endless belt form is disclosed. The apparatus is especially effective for cleaning thermal printheads for thermoremanent magnetic imaging systems, and comprises a cleaning member adapted for reciprocal movement into and out of a nip formed by the magnetic tape and the printhead. In one embodiment, the cleaning member is a flexible substrate attached at one end to a rotatably mounted spool. The substrate is wound on the spool with the loose end resting on a guide plate and confronting the nip. The spool is periodically rotated to drive the substrate through the nip while the tape is moving and then is rotated in the opposite direction to rewind the substrate and withdraw it from the nip. In another embodiment, the cleaning member is a flexible substrate which is maintained in a planar configuration by parallel guide plates. A tractor wheel drive reciprocally moves the cleaning member into and out of the nip. The cleaning member may be a non-conductive, woven material having open spaces therein or a two layered composite having a non-conductive screen on one side to contact the tape and a carpet of short bristles on the other side to clean the printhead. Optionally, lateral movement of the cleaning member is provided after it enters the nip and the heating elements of the printhead may be momentarily energized to heat and soften the toner accumulated on the printhead to enhance the cleaning efficiency of the apparatus.