Drive and conveyor belts are widely used in the mining and processing industry. One of the types often used is the belt with a cross-section and a diameter of several millimeters, made of weldable thermoplastic elastomer. Their production process requires the joining of the ends to obtain a closed loop. This operation is often performed by butt welding using the hot plate method. Taking into account the industrial requirements, the authors made an effort to design the automated welding machine for this type of belt. The work that had been conducted was finished with the implementation of the device for serial belt production. One of the stages of the design process of the welding machine consisted of developing a solution for the electromechanical drive system. The paper presents a design and the selection of the key components of the drive system, in particular, the electrical executive elements. Firstly, on the basis of the functional requirements of individual working mechanisms, the kinematic structure of the drives was developed, and the influence of the workload on power consumption was described. Then, using known technological parameters, experimental research of the plasticization operation was performed. On the basis of the results obtained, a mathematical model of the correlation between the plasticization force and technological parameters was derived. Using the derived model, the optimization of the technological parameters was made by using a genetic algorithm. The work led to the choice of an effective electric motor, which is the main component of the designed drive system.