Ground is arbitrary. The circuit topology is identical regardless of the polarity of the output vs. input. The feedback is unchanged, it is done the exact same way as any other resistor devider.
Look at the circuit but pretend vnegative is ground, ground is output voltage. See? It's not actually different. The regulator doesn't know or care that it's making a negative voltage because ground is whatever potential it's ground pin is at, which, if you connect it to the output to ground, , will be regulated to be whatever voltage difference needed in the feedback divided to hit vref- usually 1.25 volts or so. The extra positive output is of no concequince, it's just another inductor that happens to be isolated so you can do whatever you want with it. I this case, they are just using it in the opposite polarity, but you could also put it in series and double the negative voltage or whatever else.
As for the feed back, it's a resistor divider to whatever you want. If it's across the output to the ground terminal, it will regulate so that voltage difference produced 1.25V at the divider connection. it's just in series with the output, so -12V and 12V is no different than 12V and 24V. So you can do either.
Always remember, there is no such thing as ground or positive or negative voltage. Voltage is relative. You chose a potential as your reference, and that is your ground and all voltages are simply above or below that potential. What you chose as your reference potential/ground is up to you, no matter what you pick, it won't actually alter anything except how label your potentials.
It's just like how you're always standing on the ground no matter how high above sea level you are. I live up in the mountains and it's about 8000 feet above sea level - but when I fall, it's still only a few feet to the ground
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Unless the fall is off a cliff hehe.