Jackson Chameleon Rubbing His Face - What does it mean?

[Tiny]

First we are new owners.
Jackson Chameleon - Buddy
Age Unknown - WC

What does it mean when he rubs his face against the climbing rope we recently put in his cage?

We've only had him for a week and a half, the climbing rope was just put into his cage yesterday. (Which he seems to really love because he is always on it now.)

Thank you

His picture from earlier today with him on his climbing rope:

 

[Tiny]

Also, I haven't seen him rub his face on anything else...

 

[Lovereps]

Usually, it means they have an itchy eye or face.
Maybe he is about to shed.
Although you should already be misting him, you can do extra mistings with warm water--they often react better if you start the misting at the tail---and it will help him to shed.

In case you don't already have it, this is a great reference:
https://www.chameleonforums.com/care/caresheets/jacksons/