Just turn it counter-clockwise all of the time. To pump fuel into, (prime), the engine, do so with your finger over the carb or the muffler WITHOUT the igniter on the plug. Then, when the engine is primed, connect the igniter to the plug and turn it CCW with a chicken-stick. If it starts backward, just blip the throttle a few times until it runs forward or stops. Repeat if necessary.

Good Luck!!