Often times the lint in your cutter will prevent the rotory cutter blade from rolling smoothly. This is why I make sure to clean my cutter and blade often, especially if I see any lint built up on the cutter. Cleaning your cutter every so often, inbetween blade changes will also keep your blade sharper longer. Not only do I oil the blade, but I also oil any part of the cutter that rubs against any other part, like the spindle portion where the blade turns. We put a lot of pressure on the blade when we cut, therefore there is a lot of pressure on the spindle. Oiling the spindle will help the blade to roll smoothly. Of course, when I say 'oil' I only use the tiniest drop of oil.
If I am sewing at the Senior Center and I have to clean my rotary cutter, I will also offer to clean other rotary cutters. I figure if I have all of the parafanalia out, I might as well do a service for others and it only takes a few minutes to do. I am amazed how often I hear an exclamation on how much better their cutter is working.