I would coat the screen 3 times as well, but the first two on the substrate side and the last time on the squeegee side. I would dry substrate side down. You want to encapsulate the mesh of your screen but maintain the smallest film of emulsion possible on the squeegee side. The thickness of your stencil (combined with the weave of your mesh) determines the thickness of ink film you will print, and you want 99% of your stencil to form substrate side; any substantial stencil thickness squeegee side will make it more difficult to clear ink through your screen as you are increasing the distance of your squeegee to your mesh. Coating your last pass squeegee side pushes the majority of your emulsion through to the substrate side and drying it substrate side down keeps it there.