The temperature will always increase to a higher level if the hardware would run with highest performance: CPU and GPU would produce a lot of warmness and this set the temperature to higher level. This is nothing unusual and if the notebook does not shut down automatically, then this means that the temperature is not too high.
Of course you should ensure that there is good air circulation and enough free space around the notebook.
Furthermore you can try to improve the settings in Win 7 power management.
The Cooling Method specifies a CPU cooling method for either maximum CPU performance, or better battery life with reduced CPU performance.
The Minimum processor state specifies the lower limit of CPU performance, as a percentage of the full potential performance of the CPU. Higher values promote higher performance (depending on CPU utilization), at the expense of greater power consumption.
If you cleaned it and it's still 100' you could buy a cooling pad for laptops. It should drop some degrees (maybe to 90' more or less i can't tell you for sure).
I used a cooling pad with my old Toshiba A100-847 and it kept the laptop from turning off (overheating) when playing heavy games.