A priori, there's no reason for $E$-theory to be a multiplicative cohomology
theory (i.e., an $\Eoo$-ring spectrum). But Goerss, Hopkins, and Miller proved
with what's known as Goerss-Hopkins obstruction theory (I livetexed notes from
this year's Talbot workshop
here, which was on obstruction
theory, but you should check the Talbot website for the official and edited
notes) that $E_n$ really is an $\Eoo$-ring spectrum! (It seems appropriate to remark here that Lurie has recently given an alternative moduli-theoretic proof of this result; see here.) They also proved something
more: if $\mathbf{G}_n$ denotes the profinite group of automorphisms of the
geometric point, then there is a lift of the action of $\mathbf{G}_n$ to an
action on $E$-theory via $\Eoo$-ring maps. Moreover, $\mathrm{Aut}(E_n) \simeq
\mathbf{G}_n$. (For instance, at height $1$, the group $\mathbf{G}_1 \simeq
\mathbf{Z}_p^\times$, and the action of $\mathbf{G}_1$ on $E_1 = KU^\wedge_p$
is given by the Adams operations.)
But $KO$ and $TMF$ are not complex-oriented! Instead, they admit orientations
from $MSpin$ and $MString$: there are $\Eoo$-maps $MSpin \to KO$ and $MString
\to TMF$ that lift the Atiyah-Bott-Shapiro orientation and the Witten genus.
This is in
Ando-Hopkins-Rezk, but
it's hard to work through. There's an overview in Chapter 10 of the TMF book
(see here), and some
notes in Appendix A.3 of Eric Peterson's book
project.