Counting k-cliques in a graph is an important problem in graph analysis with many applications such as community detection and graph partitioning. Counting k-cliques is typically done by traversing search trees starting at each vertex in the graph. Parallelizing k-clique counting has been well-studied on CPUs and many solutions exist. However, there are no performant solutions for k-clique counting on GPUs. Parallelizing k-clique counting on GPUs comes with numerous challenges such as the need for extracting fine-grain multi-level parallelism, sensitivity to load imbalance, and constrained physical memory capacity. While there has been work on related problems such as finding maximal cliques and generalized sub-graph matching on GPUs, k-clique counting in particular has yet to be explored in depth. In this paper, we present the first parallel GPU solution specialized for the k-clique counting problem. Our solution supports both graph orientation and pivoting for eliminating redundant clique discovery. It incorporates both vertex-centric and edge-centric parallelization schemes for distributing work across thread blocks, and further partitions work within each thread block to extract fine-grain multi-level parallelism while tolerating load imbalance. It also includes optimizations such as binary encoding of induced sub-graphs and sub-warp partitioning to limit memory consumption and improve the utilization of execution resources. Our evaluation shows that our best GPU implementation outperforms the best state-of-the-art parallel CPU implementation by a geometric mean of 12.39x, 6.21x, and 18.99x for k=4, 7, and 10, respectively. We also perform a detailed evaluation of the trade-offs involved in the choice of parallelization scheme, and the incremental speedup of each optimization to provide an in-depth understanding of the optimization space. ...