'95 4Runner, starts hard, runs good.
 

When its cold, I have to crank it for 15-20 seconds, several times to get it to start. I resist the urge to touch the gas, and eventually it catches. Even after it starts firing I have to keep the starter engaged a few seconds before it takes off. I am going to change the fuel filter and run some injector cleaner through it, but wanted to see if I was on the right path or get some other ideas. Thanks!

What engine? What is the general tune-up maintenance history?

Sounds like cold start injector is not firing?

If that is the case, it's either the cold start injector or the cold start injector time switch. On a 22re, the switch is located just below the throttle body with a brown connector. The cold start injector itself mounts to the side of the plenum and has a metal fuel line attached to it.

With how gunked up I've seen some plenums get from EGR and bad PCV valves (which enters the plenum right next to the CSI), it could be that the cold start injector is just clogged and needs a good cleaning. No harm in taking it out and inspecting it :)

A good way to test the function of these things is remove the CSI from the manifold but leave the fuel line attached. Put something over the CSI injector output to catch the fuel spray. When you start the motor (COLD - caps intentional), the CSI should spray for up to 10 seconds. If it's not spraying and it's freezing outside, something's wrong with either of those two things.