That depends on the book format and how you got it there.
For formats that do not contain metadata, such as TXT and CBR, the file name is used. Which means you need to name the file as what you want to see.
For formats that contain metadata, it is read from inside the book. That means you need to set the metadata in the book before sending it to the device. There are tools to do this.
The easiest way to do both of the above, is using calibre. You can set the metadata in the calibre library, and calibre will update the books metadata when sending the book to the device. It will also set the file name according to a template you can specify.
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