An image forming apparatus that performs printing on continuous paper includes: an image forming unit that forms a toner image on an image carrier; a transfer unit that transfers the toner image on the image carrier to the continuous paper; a cleaning unit that removes toner on a surface of the image carrier downstream of a transfer position; and a control unit that performs toner consumption control to form the toner image on the image carrier, wherein the control unit can perform first control to form a first toner image on the image carrier and transfer the toner image to the continuous paper and second control to form a second toner image on the image carrier and remove toner by the cleaning unit without transferring the toner image to the continuous paper, and can select which of the first control and the second control is operated.