most seat heaters have a thermal switch built into the element to turn off the heater (open the switch) when the temp gets above a certain point, then turn it back on below, or if the heater is otherwise temp controlled still have a thermal "runaway" switch. It's possible the switch is opening, then closes again, but takes less time the second time to heat enough to open, and then the third time open almost immediately. The switch is unfortunetly usuall in the element in the seat and usually not individually replaceable. If thats the culprit, likely a new heating element is needed.