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Two options:
1. Leave it as is. Many ebook readers can change the orientation between portrait and landscape on the fly, some with a buttor or menu, some just by rotating the reader physically.
2. If it's a picture, rotate the picture itself. The drawback is that if the ebook reader supports changing orientation by physical rotation, it must be disabled in order to view the picture properly, and that can be annoying. Also, what if someone is already reading a book in landscape (some people prefer this).
I would prefer the first, because it's more natural and makes fewer assumptions about the device that would be use and the preferences of the user.
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