Photons have a momentum given by  (where  is the reduced Planck constant and  the photon wavenumber), which is conserved in all atom-photon interactions. Thus, when an atom absorbs a photon, it is given a momentum kick in the direction of the photon before absorption. By detuning a laser beam to a frequency less than the resonant frequency (also known as red detuning), laser light is only absorbed if the light is frequency up-shifted by the Doppler effect, which occurs whenever the atom is moving towards the laser source. This applies a friction force to the atom whenever it moves towards a laser source.
For cooling to occur along all directions, the atom must see this friction force along all three Cartesian axes; this is most easily achieved by illuminating the atom with three orthogonal laser beams, which are then reflected back along the same direction.