Preheat the oven to 350°F (177°C). Grease an 8-inch round baking pan with non-stick cooking spray. Make sure you use a solid one piece pan rather than a springform pan because the filling will leak through a springform pan

In a large bowl, mix together the pumpkin pie mix and flour. Stir with a spatula until a cohesive dough forms. If needed, knead a few times with your hands to make a cohesive dough that is uniform in color. If dough is too sticky to knead, add a little more flour.

Transfer the dough to the fridge until chilled and firm enough to roll out, about 20 minutes.

While the dough chills, make the filling: In a small bowl, stir together the softened butter, brown sugar and cinnamon spice until evenly combined and a smooth paste forms. Set aside.

Once the dough has chilled, lightly sprinkle your work surface with additional self-rising flour. Add the dough and roll out into an approximate 9x12 inch rectangle.

Using an offset spatula, spread sugar butter mixture across the dough in an even layer.

Starting from the short end of the dough, roll it up tightly to form a log. (If your dough is too soft to roll, place it back into the fridge to firm up before rolling). Place the dough roll back into the fridge for about 10-20 minutes so that it is firm enough to slice. Using a serrated bread knife, first slice off the uneven ends (try to avoid slicing off too much). Then slice the log into 7 equal-sized rolls (use a ruler to make them all the same). Wipe your blade after each slice to keep the cuts clean.

Transfer the cinnamon rolls to the prepared baking pan. Bake for about 25 minutes, or until rolls are puffy and a light golden brown around the edges. Let rolls cool slightly before adding icing.

If making icing: Combine cream cheese, maple syrup and water into a mixing bowl and whisk until smooth and the cream cheese is evenly combined. If you prefer a thicker frosting, place it into the fridge while the rolls are baking to allow it to firm up a little.

When rolls have cooled slightly (about 15 minutes) add the icing. Cinnamon rolls are best enjoyed soon after they are done baking.