bottom bracket cable guide -- direction?
 

I have a SM-SP17 Shimano bottom bracket guide which kinda looks like this (or any other cable guide, for that matter):

http://www.retrobike.co.uk/forum/fil...latte2_706.jpg

which direction does it install?

The long part should go up the back and guide the cable toward the front derailleur.

+1 The long end goes to the back of the FD cable to protect the shell and guide the wire as it wraps all the way around and up to the FD.