Never use cotton tips for a head clean up if its a rotating head like vcr ... they leave some residues in the head gap
Cleaning head tape sometime called a lapping tape is like an very fine sand paper, I never use this tape unless im in a dead end, i clean the heads manually with proper cleaning pads, ipa is generally good, but sometimes i must use stronger stuff
You have to see if the tape path is clogged or have stuck residues
could be as you wrote, some lubrification may be needed ?