In 3dsmax simply set the transform of the object to the default matrix.
$.transform = matrix3 1
This will zero out the translation, rotation and scale. If you only want to reset the rotation, use:
$.rotation = eulerangles 0 0 0
These are of course MAXScript methods. If you want to reset manually you can simply enter zeroes in the transform type-in box (or right-click the spinners).