Oh, almost forgot to mention, adjusting truss rods can be a tricky business. Go REALLY easy when doing this. Only 1/4 turn at time, max. If the rod binds be careful. You may either be at the end of the thread or it's too tight in the slot. On some cheaper guitars, I've seen it where fingerboard glue also glued the rod. Yeah, I've been able to break it loose, but you have to be really careful when giving it the jam. Some cheaper rods seem to have threads that were cut with a pocket knife...you'll turn fine for a half turn, then it'll bind, or some silly thing like that.
Unfortunately it's very much a 'feel thing'. No guaranteed recipe for success...if in doubt, take it to a tech. Spend the money. If you wreck that rod, peeling a fingerboard off is a messy business...been there done that.
So, to answer your original question, clockwise. Just out of curiosity, what gauge of string do you have on there?