A process and apparatus for impregnating a molten or viscous cleaning composition into a traveling, three dimensional, lofty, dense nonwoven web is disclosed. The composition is applied by an applicator manifold and is retained in the voids within the web. The velocity of the web and the flow of the cleaning composition are adjusted depending on the viscosity of the composition and the web density. Additionally, the viscosity of the composition can be controlled by altering its temperature or by altering the line pressure. The process eliminates the use of a doctor blade, spray system and application roll to meter the amount of cleaning composition into the web, and is suitable for the application of a molten or very viscous chemical compositions into a lofty, dense nonwoven web.