Epson Stylus Pro 4400 Reference Manual page 61

Auto Rotate
Note:
This function is available only when Roll Paper is selected as the Paper
Source setting.
This function is effective only when the print data length is shorter
than the printable width of the roll paper. The print data will
automatically be turned 90 degrees to print crosswise, saving roll
paper.
Original
To enable this function, follow the steps below.
1. Select Auto Rotate. The Roll Width button is activated.
2. Click Roll Width. The Roll Paper Width dialog box appears.
3. Select the installed roll paper size from the pull-down menu.
4. Click OK.
Auto Rotate off
Printing with Windows
Auto Rotate on
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