Dont unwind a mile of it for one little wipe. Be reasonable. Go easy on the paper towels, too, and use a washable cloth or sponge for most of your kitchen cleanup.
For the paper products you do use, look for products made from 80 100% recycled paper, preferably with a high post consumer content.For most household cleaning, look for reusable terry cleaning cloths. They are inexpensive, especially when bought in bulk, and can be washed and reused hundreds of times.