Durabrand DVD Problem

Hi, I just recently bought a Durabrand Progressive DVD player from Wal-Mart and it worked fine until a few days ago. I will insert a disc and the screen on the TV will show the large “DVD” logo and in the upper left hand corner will say “Loading”…the disc will spin in the DVD player, but after about 30-60 seconds of spinning and “Loading”, it will stop and the word “Stop” will replace the word “Loading”. Im not sure what is causing this, is it that the lens needs to be cleaned? Im not sure what that means…using that Lens Cleaner CD thing or acutally using a damp cloth on that little lens (which Im afraid to do). Any help will be greatly appreciated! Thanks