Mine was doing the same for a few years on and off. The standard CD lens cleaners do work for a bit, as it will try to read it and brush the head.
FOr me this lasted a few months- there was some paint dust from a previous owners tinting work which seemed to circulate into the lens after time.
Its actually not too difficult to open the DVD drive and clean the lens directly with a cotton bud soaked in Isopropyl alcohol.
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2004 A8 3.0 TDI Sport Brilliant Black - now gone
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