How do I get my horse to wash his nose with no problems?

[? Tango ?]

I use a damp (not very wet at all) washcloth (that's soft) to clean his nose out. I have been doing it everyday for the last two weeks (it bugs me when his nose is dirty!) and when I start to clean his nose (gently) he sticks it into the air where he knows I can't reach it. So I pet him, wait for him to put it back down, and try again until I get it clean. How can I get him to let me clean his nose without problems? I never really socailized him to getting his nostrils cleaned out, but I got him over being face shy and ear shy. =)