ADC3444: SPI configuration for ADC3444: MSB first or LSB first

I am working with ADC3444 connecting to fpga. I am confused by the SPI configuration, showing followed. 

I use a standard SPI from processor(zynq PS), the question is how we should prepare the sequence, MSB first or LSB first. For example, If we want to read the regiester which address is 0x0A; 

s1= do not care;

s2=0x0A;

s3=0b11000000;

how we should send the bits?

spi_send(S1);

spi_send(S2);

spi_send(S3);

Or, user should invert all three S1,S2,S3 totally, like 

spi_send(invert(S3));

spi_send(invert(S2));

spi_send(invert(S1));  

thanks! any input will be appreciated.