Each model can shoot once during the Shooting phase, so long as the model can see a target and assuming that it has a suitable weapon to shoot with.
The model may not fire in the following circumstances: if it is engaged in close combat, has run or failed a charge in the Movement phase, has rallied this turn or is stunned or knocked down.
To shoot at a target, a model must be able to see it, and the only way to check this is to stoop over the tabletop for a model's eye view.
Models can see all around themselves (ie, 360°, and they may be turned freely to face in any direction before firing. Note that turning on the spot does not count as moving.