I'm with DaveSSS, Wrap upward and finish with tape.

It used to be that you wrapped outward and used plugs to finish, but no one uses plugs to secure the tape anymore so I wrap bottom to top the same way you tile a roof so the tape is shingled in the right direction to prevent curling. It's also easier to wrap in that direction with cables under the tape because you're working toward the free end of the cable.

Tape doesn't move if it's wrapped tightly enough, so it really doesn't matter which way other than preference.