Occasionally, 'a cry for help' is overwhelming self-indulgence (9)

I believe the answer is:

sometimes

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'occasionally' is the definition.
(I've seen this before)

I cannot understand how the rest of the clue works.

(Other definitions for sometimes that I've seen before include "Not always" , "On occasion" , "Occasionally available" , "Seem moist (anag.)" .)

I've seen this clue in The Independent.

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