They're supposed to point upwards, with the brake levers placed with the top of the hood at the tip of the bar end.
This is also why the bar has been drilled in the specific areas shown: The brake lever body will sit directly over the forward holes, allowing the cable a clean run from the lever body into the handlebar. The holes in the sleeve area point downwards when the bars are correctly oriented, allowing the cables to exit through the bottom directly to the front brake and top tube routing for the rear.
-Kurt
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