B727-200 FLT CREW DEPARETS WRONG RWY AT CLE.

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A B727 FLT TO ATL WAS ISSUED A TKOF CLRNC FOR RWY 23L AT CLEVELAND HOPKINS ARPT. THE ACFT STARTED A TKOF ROLL ON RWY 28 FROM THE INTXN OF RWY 23L. IT WAS NOT DISCOVERED BY THE LCL CTLR UNTIL THE ACFT WAS PAST THE RWY 18 INTXN; TOO LATE FOR AN ABORT. THE ACFT BECAME AIRBORNE AT THE VERY END OF THE RWY; BARELY. TOTAL LENGTH OF THE RWY AVAILABLE WAS 4500 FT. THIS SIT HAS OCCURRED MANY TIMES AT CLEVELAND HOPKINS. ALL PREVIOUS OCCURRENCES HAVE BEEN RESOLVED BY EITHER THE CTLR INSTRUCTING THE PLT TO ABORT; OR THE PLT AWARE OF THE MISTAKE ABORTS ON HIS OWN. SOMEONE IS GOING TO GET KILLED! SOME POSSIBLE SOLUTIONS: 1) CLOSE AND BARRICADE RWY 28 JUST BEYOND RWYS 23L OR 23R; 2) DESIGNATE TXWY W AS THE TKOF THRESHOLD FOR RWY 23L; 3) PLACE A LARGE SIGN AT THE INTXN OF RWYS 28 AND 23L ADVISING PLTS OF THE CONFUSING INTXN AND 4) COMPLETELY REDESIGN THE INTXN TO AVOID THE CONFUSION. SUPPLEMENTAL INFO FROM ACN 324152: ACFT CLRED FROM GATE AREA TO TAXI TO RWY 23L. TURN WAS MADE ONTO TXWY J TO HOLD SHORT RWY 23L. CLRNC WAS GIVEN FOR TKOF ON RWY 23L. ALL RAMP; TXWYS AND RWYS WERE SNOW COVERED AND MARKINGS DIFFICULT TO DISTINGUISH. A ROLLING TKOF WAS ACCOMPLISHED. AT APPROX 100 KIAS; THE 3000 FT REMAINING WAS SIGHTED AND WE WERE AWARE THAT WE HAD TAKEN OFF ON RWY 28 INSTEAD OF RWY 23. DUE TO THE ICE AND SNOW COVERED RWY; AN ABORT WAS NOT ATTEMPTED AND THE TKOF CONTINUED. LIFT-OFF WAS ACCOMPLISHED WITHIN THE RWY CONFINES BUT WITH ONLY 1000 FT REMAINING. IT WAS CERTAINLY OUR RESPONSIBILITY TO ALIGN THE ACFT ON THE PROPER RWY FOR TKOF. CONTRIBUTING FACTORS INCLUDE: 1) FAILURE OF THE FLC TO XCHK COMPASS HDG WITH THAT OF THE DEP RWY; 2) DARKNESS IN A SNOW COVERED ENVIRONMENT; 3) NO VISIBLE MARKINGS ON ANY RWY DUE TO SNOW AND ICE COVERAGE; 4) NO VISIBLE LIGHTED SIGNS ABOVE THE SNOW LINE; AND 5) FAILURE OF THE TWR TO MONITOR THE POS OF THE ACFT PRIOR TO OR AFTER THE COMMENCEMENT OF TKOF ROLL. RECOMMENDATIONS: 1) A NOTAM REEMPHASIZING THE SPECIAL ATTN REQUIRED DURING NIGHT OPS AT UNFAMILIAR ARPTS; 2) ARPT REQUIREMENT TO HAVE LIGHTED SIGNS DENOTING EACH RWY THRESHOLD ESPECIALLY WHERE TWO INTERSECT; AND 3) ARPT REQUIREMENT TO CLR THE RWY IDENT MARKINGS ON ALL RWYS; BUT MOST ESPECIALLY THOSE WHICH INTERSECT.