The fan circulates the air so there is more even temperature... As for the direction it blows, it's not all that important as long as it creates turbulence throughout the entire incubator so the air is all circulated... Do note that if the fan blows directly on the eggs and the humidity isn't high enough you will get shrink wrapping more often...
IMO it's better to 'pull' the air over the eggs, or have just a slight slow air movement over the eggs... Faster moving air is OK to distribute the heat from the heating element but it should be reduced to just a slow movement by the time it gets to the eggs to avoid excess drying out of the hatching eggs and causing shrink wrap...