LP Cleaning Question

I am fairly new to the analog game, but am enjoying every minute of it. I have a VPI Aries TT, Shelter 901 cartridge and a VPI 16.5 record cleaner. My problem is record cleaning. For example, I purchased a brand new re-issue of Coltrane "Live at Birdland". It sounded great right away but over time (10 plays), it began to crackle and pop a little. I put it on the cleaning machine, squirted some VPI cleaning fluid on the record, brushed the record, and then vacuumed it dry. The record looked great, but still crackle and pops during playback.

My question is, am I doing something wrong in my cleaning procedure? I have not cleaned/treated the stylus at all. Could this be the source of the noise?

Any recommendations would be appreciated.

Bob