Shiftin / Shiftout bit pattern?

Hi all!
Okay so I read the spec sheet where the text says one thing and the pictures of the pulses looks different from the spec sheet description. What I would love to know is first how to write the shift out, shift in, and how to set / configure the Sclk? Attached is just the "pulses" section of the spec sheet and the PDF is the whole spec sheet. My first guess is that this requires some form of %11111111111111 pattern or %10101010 or ?????. Thanks and I really would love to understand this for the future! Best, Ed