Sorry: turns out this is a near-duplicate of this: How to indent the fluent interface pattern "correctly" with eclipse?
Here's the answer that worked for me:
The place to set this is on the "Line Wrapping" tab of the code formatting preferences page, in the "Qualified invocations" section of the "Function Calls" section. The settings for what I wanted were:
Line wrapping policy: Wrap all element, except first element if not necessary
Indentation policy: Indent on column