The invention belongs to the technical field of die cleaning, and particularly relates to a self-adaptive automatic cleaning device for a vehicle wheel forging die. The self-adaptive automatic cleaning device comprises a main control unit, a camera facility, a robot arm, a cleaning assembly, a connecting assembly, a support, a die rotating mechanism, a die fixing assembly and a cleaning fluid spraying mechanism. According to the self-adaptive automatic cleaning device for the vehicle wheel forging die, a cleaning liquid can be sprayed to the die for cleaning oil stains on the surface of the wheel die, the function of automatically cleaning uneven parts of convex-concave pits on the surface of the die can be realized, meanwhile, the function that the shape, the contour and the model information of the die can be automatically judged, and a cleaning track of the die can be adjusted in a self-adaptive mode according to different dies is achieved, the automation degree of die cleaning is improved, the surface of the cleaned die is clean, the effect is ideal, and the automatic cleaning device for the wheel forging die has the advantages that the labor intensity of workers is reduced, the high-efficiency production requirements are met, and the production efficiency is improved.