Closed-loop model-free optimization of positive feedback time delay controllers for dominant time delay systems is presented. Iterative feedback tuning (IFT) is applied to the tuning of positive feedback time delay controller. Three experiments are carried out to perform the model-free gradient descent optimization. The initial controller parameters and duration in specifying the cost function are suggested. The effects of step size, filter function and time weighting function on the performance of the optimized controlled are given. Simulation and experimental studies are included to demonstrate the effectiveness of the tuning scheme.