Coolant temp sensor is bad, or wiring to the sensor is bad. If the PCM doesn't know the engine temp, it leaves the fans on high just in case.
Search, I don't think it's hard to change yourself, but I haven't done it. There are plenty of guys here who have, though.
I think Jayme hit the nail on the head. The PCM is going into a protection mode of sorts. FWIW, I had the dealer replace mine a while back (well before i knew of this website unfortunately) and it was a relatively cheap dealer visit (~150 bucks IIRC).
Protip: If you don't know what you're doing, don't do it.
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