Are you SURE it boots normally after the second or third time, or is it that the memory configuration is not well tolerated by the memory controller and on the second or third try it is defaulting to the JEDEC default memory configuration and then going on from there? That would not be uncommon.
Sounds like it's trying to train the secondary and tertiary, perhaps even primary memory settings to align with whatever you have the memory set to, is unable, and is then reconfiguring things. Could also be a failing CMOS battery.
Could be a lot of things.
What are your FULL system specifications including CPU, FULL motherboard model number (There are several variants of Z10PE), all memory part numbers, power supply model number, storage drives, etc?