Preheat the oven to 350 degrees F (175 degrees C).

Combine beef, bread crumbs, onion, eggs, salt, and pepper in a large bowl; mix well. Pat out meat mixture into a 14×18-inch rectangle on a piece of wax paper.

Spread cheese over meat, leaving a 3/4 inch border along the edges. Roll up jelly-roll fashion to enclose the filling and form a pinwheel loaf. Press meat in on both ends to enclose cheese. Place meatloaf in a 10×15-inch baking dish.

Bake in the preheated oven until cooked through, about 1 hour. An instant-read thermometer inserted into the center of meatloaf should read at least 160 degrees F (70 degrees C).