I've always called it paddling. Actually, my little old dog, Bruno, (rest in peace little man) used to do it all the time with his favorite blankie. He would hold a part of the blanket in his mouth between his front paws, and, while paddling, he would suck on the blanket. It was so cute. One of those little things I miss the most! My cat, Lock, doesn't really do it often. But, my RB cat, Justin, used to do it all the time on your face or arm or any other exposed skin, and, before we got his front claws removed, it just wasn't that much fun for the person in the skin.