The best way to do this is to design your proc sql
step to create all of those macro calls.
proc sql ;
select cats('%addTendency(',name,')'
into :tendencyList separated by ' '
from dictionary.columns
where libname eq 'LABIMP' and memname eq 'MUESTRA1'
and (NAME LIKE 'MO_%' OR NAME LIKE 'nu_%' or name like 'KA_%');
quit;
That creates a list of %addTendency() calls that you then call by referencing &tendencyList (which I named, but you can name otherwise):
data labimp.muestra1;
set labimp.muestra1;
counter + 1;
by nnumero_de_cliente;
if first.nnumero_de_cliente then counter = 1;
&tendencyList.
run;