On a pure einkfb device, there's a dedicated (custom) ioctl: FBIO_EINK_SET_DISPLAY_ORIENTATION
It can also be accessed via procfs as such:
echo 14 2 > /proc/eink_fb/update_display
(See <einkfb.h> for the meaning behind the magic numbers. Or /etc/rc.d/functions, which also uses it).
I don't have the K4 plugged in to check, but that certainly works on a K3

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