How runways are called on take off?

O.K. you are in you plane, the winds are directly from the southeast. Your plane is sitting at the end of the runway 15R-33L. You are at the 15R end and you are going to take off in a southeast direction. Does ATC tell you
“cleared for take off runway 33L” or “cleared for take off runway 15R”?

Now to make it a bit more complicated: Same conditions, except that it is an uncontrolled airport. You are again sitting at the 15R end of the runway and are going to take off to the southeast, following the runway direction. You have to announce your intention to take off to any traffic in the airport vicinity. Do you say “taking off runway 33L” or “take off runway 15R”?

You see the possibility for confusion?