Standard NEMA motors are rated for continuous duty (IEC S1) and run 24/7 at rated load, temperature, etc. Other motors are designed to run for short periods of time and start and stop as needed. NEMA motors have a Time value on the nameplate from 5 min to 60 min. EIC motors specify a Duty Cycle from S1 - S8. This is the maximum time, specified and tested by the OEM for safe operation without overheating or otherwise damaging the motor.
A cause of overheating is the number of start-stop cycles per hour. While starting, a typical motor draws five to six times the rated running current. This starting current accelerates heating dramatically. Most continuous-duty motor designs are intended to do just that, operate continuously. Though various provisions are made relative to loading and off-time, NEMA essentially limits a three phase continuous-duty motor to two starts in succession before allowing sufficient time for motor to stablize to its maximum continuous operating temperature. This is highly application-dependent, so its best to check with your motor manufacturer if you face a high cycle application. A custom design may be required.
Here is how NEMA addresses starting duty for standard motors. That will exclude motors which are required to drive more than the standard inertia.
NEMA MG 10-2001 Table 7 gives parameters labeled "A", "B", "C", as follows:
A - Max # of starts per hour, regardless of inertia WK^2
B - Max Product of [starts-per-hour] times [inertia=WK^2 in lb-ft^2].
C - Minimum time between starts (in seconds) to allow motor to cool sufficiently to allow another safe start.
Items A and B are used to attempt to limit long-term degradation due to cumulative damage from repeated starts with adequate cooling between starts, and item C ensures the motor is cooled sufficiently for another start (prevent short-term abuse which will cause immediate damage)
For a 75 kw motor, NEMA is showing that the motor can be started 5.2 times per hour without effecting the service life of the motor.