The kindle uses a dedicated chip for that: Epson KCRE7000
4th photo on this page: http://www.electricstuff.co.uk/kindlehack.html
I don't know where you can get one. There is some kind of calibration ROM on the display that works with that chip. The display might not even work without that controller. Epson has several other EPD (Electronic Paper Display) controllers listed here:http://www.eea.epson.com/portal/page/po ... d_circuits
(see S1D13521 and S1D13522)
I don't know if these are a compatible chip, but it doesn't look like they are generally available. I hate when it says "Contact your local Epson sales rep for more details."
This page lists E-Ink's Electronics partners:http://www.eink.com/electronics.html
You could try looking on their sites for datasheets for their EPD controllers. They might reveal enough information for you to get the display working.