Strange, but I found answer first!

You use

$ xrandr --output $monitorName --rotate $direction

where $monitorName can be found in output of

$ xrandr

and $direction is left for counter-clockwise or right for clockwise.

Edit: Using grep, it is possible to write a script like this:

#!/bin/bash



screen="HDMI1"



descr=$(xrandr | grep "$screen")

if echo "$descr" | grep disconnected

then

        echo "No $screen connected"

        exit 1

fi



alt="left"

if echo "$descr" | grep --quiet -P "^[^(]*$alt"

then

        rotate="normal"

else

        rotate="$alt"

fi

xrandr --output $screen --rotate $rotate 

which actually switches orientation of monitor storaged in $screen variable, and $alt is the alternative orientation.