Sometimes corrosion or simply spring tension keeps the band tight even when loosened. I give the levers a sharp rap sideways with my palm to pop them free, then it's simply a matter of working them around the bends.

Yes, counter clockwise (looking from the top) loosens the bolt. You'll know because tightening comes to a stop and loosening is open ended.

An easy way to always know which way to turn is to imagine that your right hand is the part you wish to move. Make a fist with your thumb out (hitch-hiker sign) and if you turn the way the fingers point, it will move in the direction the thumb points. This works for all RH screws and nuts (for LH use your left hand), but remember that in some cases, such as bar end expanders, you need to push the nut IN to looses, not out as would be normal.