In a continuous cloth strip processing apparatus for at least one long belt-like cloth strip, a cloth strip traveling direction changing apparatus which has both an introduction guide roller having a rotational axis which is perpendicular to the cloth strip which is introduced and a withdrawal guide roller having a rotational axis which is perpendicular to the cloth strip which is withdrawn and which has an arbitrarily set relative angle between the rotational axes of these two rollers is provided at an input part, an output part or within at least one processing section that forms the processing zones.