Hi there littlegrasshopper,
My dd went thruogh a phase of doing this too, (still does if she is overtired). I think rubbing eyes when tired is normal, maybe your lo wants to eye rub but at 7weeks doesn't have the co-ordination to do so, so his hands are all over his face. Swaddling seems like a good plan. Does he do it when overtired or just always?
If Amber was keeping herself awake with the rubbing I would gently hold her hands and do sh/pat till she was asleep then very gently let go (one finger at a time) but keep sh/pat till she was really asleep.
Like everything I've worried about to do with her it was a phase and she grew out of it, maybe your lo will too.
HTH
I'd love to know how you get on