You are cleaning it too much and no doubt too hard. You need a good, over the counter antibiotic cream such as Neosporin, if this does not help, you really should see a physician to rule out an infection.
Sounds like you have an infection. Maybe you caused irritation from too much cleaning. I'd try an over the counter topical antibiotic and stop cleaning so much. Once a day with just the smallest amount of soap and water gently with your fingertips, rinse thoroughly and reapply the ointment. If that doesn't help, you may want to see your doc to assess the infection.
you're digging to hard in your navel. clean it gently and put a little antibiotic ointment in.