FLC AT CLE ATTEMPTED DEP ON RWY 28 INSTEAD OF RWY 23L. FLC STATES THAT THE SIGNAGE AT THE INTXN OF RWY 23L-R AND RWY 28 AT TXWY J IS CONFUSING. NEITHER CREW MEMBER HAD OPERATED AT CLE PRIOR TO THE INCIDENT.

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CONFUSING SIGNAGE ON GND IN CLE BTWN RWYS 28 AND 23L LED TO ATTEMPTED TKOF ON RWY 28 WHEN WE WERE CLRED FOR TKOF ON RWY 23L. TKOF WAS STOPPED AND WE TAXIED BACK TO RWY 23L AND DEPARTED UNEVENTFULLY. IT WAS MY FIRST TIME OPERATING AT CLE; ALSO I WAS IN TRAINING FOR CAPT UPGRADE. THE CHK AIRMAN DOING MY TRAINING WAS ALSO NEW TO CLE. WE SHOULD HAVE DONE THE BASIC THING AND CHKED THE HSI AND MATCHED IT TO THE RWY HDG. I BELIEVE CONTRIBUTING TO THIS INCIDENT WAS A RWY SIGN THAT I BELIEVED INDICATED RWY 23L. HOWEVER IT WAS LOCATED IN SUCH A WAY; THAT I DID NOT SEE THE RWY 28 SIGN. ANOTHER FACTOR CONTRIBUTING WAS A LAST MIN RWY CHANGE FROM RWY 23R TO RWY 23L. THIS MAY HAVE CONTRIBUTED TO THE CONFUSION. CALLBACK CONVERSATION WITH RPTR REVEALED THE FOLLOWING INFO: RPTR STATED DURING CALLBACK THAT HE HAD NOT BEEN ADVISED OF ANY ENFORCEMENT ACTION PENDING TOWARD THE INCIDENT BY FAA. ANALYST BRIEFED RPTR ON THE CLE INCIDENTS AND WHAT ACTION THE FAA HAD TAKEN TO ELIMINATE THE PROB. RPTR STATED HE WOULD CONTACT ASRS IF HE HEARS OF ANY ENFORCEMENT ACTION. SUPPLEMENTAL INFO FROM ACN 341468: CONFUSING RWY MARKER SIGNAGE LED TO INITIATING TKOF ON RWY 28 INSTEAD OF RWY 23L. INITIAL CLRNC WAS FOR RWY 23R. LAST MIN RWY CHANGE AND VERY CONFUSING SIGNS AT THE INTXN OF RWY 23L AND RWY 23R AND RWY 28 AND TXWY J.