keep the valve away from 6 o'clock when adjusting pressure.
But keep away from 12 too, because a small amount of sealant can sit in the valve body and then blow into the core when you attach the pump. This tends to glue your valve shut by the next time you try to open it. 5 or 7 is probably ideal.
Gravity. Sealant is pretty liquid, just keep the valve away from 6 o'clock when adjusting pressure.