Self-supervised learning (SSL) is recognized as an essential tool for building foundation models for Artificial Intelligence applications. The advances in SSL have been made thanks to vigorous arguments about the principles of SSL and through extensive empirical research. The aim of this paper is to contribute to the development of the underpinning theory of SSL, focusing on the deep clustering approach. By analogy to supervised learning, we formulate SSL as K-L divergence optimization. The mode collapse is prevented by imposing an optimisation constraint on the teacher distribution. This leads to normalization using inverse cluster priors. We show that using Jensen inequality this normalization simplifies to the popular batch centering procedure. Distillation and centering are common {heuristics-based} practices in SSL, {but our work underpins them theoretically.} The theoretical model developed not only supports specific existing successful SSL methods, but also suggests directions for future investigations.