Multi-view clustering has wide applications in many image processing scenarios. In these scenarios, original image data often contain missing instances and noises, which is ignored by most multi-view clustering methods. However, missing instances may make these methods difficult to use directly and noises will lead to unreliable clustering results. In this paper, we propose a novel Auto-weighted Noisy and Incomplete Multi-view Clustering framework (ANIMC) via a soft auto-weighted strategy and a doubly soft regular regression model. Firstly, by designing adaptive semi-regularized nonnegative matrix factorization (adaptive semi-RNMF), the soft auto-weighted strategy assigns a proper weight to each view and adds a soft boundary to balance the influence of noises and incompleteness. Secondly, by proposing{\theta}-norm, the doubly soft regularized regression model adjusts the sparsity of our model by choosing different{\theta}. Compared with existing methods, ANIMC has three unique advantages: 1) it is a soft algorithm to adjust our framework in different scenarios, thereby improving its generalization ability; 2) it automatically learns a proper weight for each view, thereby reducing the influence of noises; 3) it performs doubly soft regularized regression that aligns the same instances in different views, thereby decreasing the impact of missing instances. Extensive experimental results demonstrate its superior advantages over other state-of-the-art methods.