We're also making some more basic assumptions here.
1) Is this wire rope?
2) Has the rope been properly spooled on the winch to begin with?
You can look online about how to spool a wire rope winch (Different than synthetic..)
The basics are:
1) Take all the way out
2) Get a few turns in with some resistance - not enough to pull the cable holder on the winch if any.
3) Apply more resistance. Spool the cable onto the drum one layer at a time. Left->Right, Right->Left, etc.
This way the wire itself acts as a good guide when winching. If the wire is spooled too loose then the wire being wound onto the drum will dig into the layer below and there won't be much you can do to prevent a bunch up. If the wire below and to the side is tight it will act more like a guide.
The above needs to be done before any other suggestions will work well....
