As long as the cooling is evenly distributed, the swirl shouldn't matter. In moving a blade side to side, one side is cooled more than the other. As mete said, a stream coming straight up or down from the bottom center works best.
The oil cooler is good for multiple blade quenching. Use a thermostatic switch ( PID works great) to turn the pump on and off as needed to maintain temperature. In the average forge shop, an oil cooler isn't needed.