kbuild: use INSTALLKERNEL to select customized installkernel script

Replace the use of CROSS_COMPILE to select a customized
installkernel script with the possibility to set INSTALLKERNEL
to select a custom installkernel script when running make:

    make INSTALLKERNEL=arm-installkernel install

With this patch we are now more consistent across
different architectures - they did not all support use
of CROSS_COMPILE.

The use of CROSS_COMPILE was a hack as this really belongs
to gcc/binutils and the installkernel script does not change
just because we change toolchain.

The use of CROSS_COMPILE caused troubles with an upcoming patch
that saves CROSS_COMPILE when a kernel is built - it would no
longer be installable.
[Thanks to Peter Z. for this hint]

This patch undos what Ian did in commit:

  0f8e2d62
  ("use ${CROSS_COMPILE}installkernel in arch/*/boot/install.sh")

The patch has been lightly tested on x86 only - but all changes
looks obvious.

Acked-by: Peter Zijlstra <p...