WF-7515 has the same problem
My WF-7515 started playing up, showing the exact same symptoms, and it hasn't had a firmware update for quite some time.
I only found out as my daughter tried to print a document from her Cloudbook, and the printer started looping. Couldn't even suspend or delete the Cloud Print setting as the printer would reboot before it finished. The only way I could stop it happening was to disable the WiFi on my router, and then reset all the settings of the printer. Before re-enabling the WiFi on my router I also had to change the IP address for the printer, as Cloud Print would try to contact it I assume, and the whole game would start again
For now I've removed the ability for my daughter to use Cloud print, disabled the WiFi on the printer, and set the IP address for it on Ethernet to a number I'm not likely to need. This means we can still use Airprint, which interestingly "Just Works"