[Details Inside] How do I tell him off and still keep him as a friend?

I made a friend this year, and at first that's all he was, a really good friend and I liked another guy at the time and he had a girlfriend. And he and his girlfriend were "on a break" and the guy I liked didn't like me back. So, he started giving me some BS like "I feel different with you, I can talk to you about anything" but I sort of fell for it, and we started doing boyfriend/girlfriend 'stuff' (wink, wink) then, he started telling me he loved me after the but he wouldn't leave him current girlfriend (they're back together now) so I said "ok, fine. Lets just be friends" so, I just went back to like before, but whenever I'd start talking to him about a guy I think is cute or something like that, he starts pouting and saying "I knew you'd stop liking me, see? you don't love me anymore" and I'm not gonna lie so I said "Of course i still love you, you're like my big brother." Then my mom bought me this book, "Why Men Marry ********* E S" (you girls should seriously read it, it's so empowering and its entertaining to read) and the writer interviews some guys on how a girl can tell if a relationship is just short term, or how she can tell if he's a con artist. And I compared it to him* and the book is SO RIGHT! My gut has always told me he just wanted , and I told him to just tell me cause "I don't care, just don't want you lying to me" and he kept saying "It's not just , I love you, and I wanna show my affection" and the reason why he won't tell me the truth or he isn't letting me like other guys is because he's keeping me on his "reserves" list, and I'm getting pissed off, this book just pushed me to see the light. So I know most of you are gonna say "cut him out of my life" but, he's still a good friend, and I wanna keep him there AS A FRIEND, but he keeps giving me mushy, lovey BS. And I tried telling him "yeah, just save it for your girlfriend, cause I'm not that dumb" and he just gives me sad faces and "but i love you" ughh....